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Social Media for Organic Products Promotion

Author

Listed:
  • Pechrová, M.
  • Lohr, V.
  • Havlíček, Z.
Abstract
The aim of the article is to introduce new social media as one of effective marketing tools for organic farmers. The research includes an application of recommendations proposed by Lohr (2013). In order to verify them on successfully implemented concept working with precisely defined target group the data from Facebook of the Faculty of Economics and Management of the Czech University of Life Sciences Prague were chosen. As one of the key indicators of success the reach of the published posts is examined. For its increasing we recommend to publish short posts and amusing content (such as photos). We analyse separately the influence of games and competitions on the loyalty of fans and recommend using them for better communication with users. The results of mutually done analysis of utilization of Facebook to promote organic products showed that having a lot of fans at Facebook does not necessary mean that they are active as well. The distribution of activities corresponds to the so-called “long tail”, which implies, using the theory of social capital exchange according to Emerson (2003) that the potential of social media for farmers’ pages is nowadays still high and still waits for its utilization. Social media can serve to farmers as a marketing tool, but are not fully utilized yet. One reason might be that farmers are not familiar with possibilities or lack of experiences with this new tool.

Suggested Citation

  • Pechrová, M. & Lohr, V. & Havlíček, Z., 2015. "Social Media for Organic Products Promotion," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 7(1), pages 1-10, March.
    • Handle: RePEc:ags:aolpei:207055
    DOI: 10.22004/ag.econ.207055
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    References listed on IDEAS

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    1. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
    2. Pereira, Hélia Gonçalves & de Fátima Salgueiro, Maria & Mateus, Inês, 2014. "Say yes to Facebook and get your customers involved! Relationships in a world of social networks," Business Horizons, Elsevier, vol. 57(6), pages 695-702.
    3. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    4. Rajagopal, 2013. "Social Media Metrics," Palgrave Macmillan Books, in: Managing Social Media and Consumerism, chapter 7, pages 132-151, Palgrave Macmillan.
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    Cited by:

    1. Ladislav Pilař & Tereza Balcarová & Stanislav Rojík, 2016. "Farmers' Markets: Positive Feelings of Instagram Posts," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(6), pages 2095-2100.
    2. Ashmean Kaur Sran & Sherrie Yi Komiak & Sabir Manzoor, 2021. "Farm-n-Pedia: Expert mobile agricultural knowledge-based system for Indian Farmers," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(7), pages 27-39, October.
    3. Chen, Xuqi & Gao, Zhifeng & House, Lisa, 2016. "Own and Cross-effect of Social Media on Demand for Fresh Produce: A Case of Consumer Preference for California versus Florida Strawberry," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 230137, Southern Agricultural Economics Association.

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