Social Media for Organic Products Promotion
No 1/2015, March
Pechrová M., Lohr V., Havlíček Z. (2015) "Social Media for Organic Products Promotion", AGRIS on-line Papers in Economics and Informatics, Vol. 7, No. 1, pp. 41 – 50. ISSN 1804-1930
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.
Social media, product marketing , organic products, Facebook, post.
- Berthon R., P., Pitt, L. F, Plangger, K., Shapiro, D. Marketing meets Web2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons. 2012, Vol. 55, p. 261 – 271. ISSN 0007-6813. DOI https://doi.org/10.1016/j.bushor.2012.01.007.
- Emerson, R. M. Social Exchange Theory. Annual Review of Sociology. 2003, Vol. 11, No. 2, p. 335 – 362. ISSN 0360-0572. DOI https://doi.org/10.1146/annurev.so.02.080176.002003.
- Gregurec, I., Vranesevic, T., & Dobrinic, D. The importance of database marketing in social network marketing. International Journal of Management Cases. 2011, Vol. 13, No. 4, p. 165 – 172. ISSN 1741-6264. DOI https://doi.org/10.5848/APBJ.2011.00124.
- Hofmann, S., Beverungen, D., Räckers, M., Becker, J. What makes local governments' online communications successful? Insights from a multi-method analysis of Facebook. Government Information Quarterly. 2013, Vol. 30, No. 6, p. 387 – 396. ISSN 0747-5632. DOI https://doi.org/10.1016/j.giq.2013.05.013.
- Jensen, A. N., Baggesen, D. L. Global Safety of Fresh Produce: 2 - Niche farm fresh products. Elsevier B.V.: 2014, p. 9 – 21. ISBN 978-1-78242-018-7. DOI: 10.1533/9781782420279.1.9. DOI doi.org/10.1533/9781782420279.1.9.
- Kánská, E., Jarolímek, J., Hlavsa, T., Šimek, P., Vaněk, J., Vogeltanzová, T. Using social networks as an integration tool in rural areas of the Czech Republic - agricultural enterprises. ACTA Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. Vol. 60, 2012, issue 4, p. 173 - 180. ISSN 1211-8516. DOI https://doi.org/10.11118/actaun201260040173.
- Lohr, V. Technologie Web 2.0 a management jejich implementace. [disertation thesis]. Czech University of Life Sciences Prague: Prague, 2013.
- Michaelidou, N. Siamagka, N. T., Christodoulides, G. Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management. 2011, Vol. 40, No. 7, p. 1153 – 1159. ISSN 0019-8501. DOI https://doi.org/10.1016/j.indmarman.2011.09.009.
- Parsons, A. L., Social Media from a Corporate Perspective: A Content Analysis of Official Facebook Pages. Proceedings of the Academy of Marketing Studies. 2011, Vol. 16, No. 2, p. 11 – 45. ISBN 2150-5187.
- Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., Pauwels, K. Social Media Metrics - A Framework and Guidelines for Managing. Journal of Interactive Marketing. 2013, Vol. 27, No. 4, p. 281 – 298. ISSN 1094-9968. DOI https://doi.org/10.1016/j.intmar.2013.09.007.
- Pereira, H. G., de Fátima Salgueiro, M., Mateus, I. Say yes to Facebook and get your customers involved! Relationships in a world of social networks. Business Horizon, 2014, in Press – Corrected Proof, 8 p. ISSN 0007-6813. DOI https://doi.org/10.1016/j.bushor.2014.07.001.
- Rapp, A., Skinner Beitelspacher, L., Grewal, D., Hughes, D. E. Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science. 2013, Vol. 41, No. 5, p. 547 – 566. ISSN 0092-0703. DOI https://doi.org/10.1007/s11747-013-0326-9.
- Sage, J. L., Goldberger, J. R. Decisions to direct market: Geographic influences on conventions in organic production. Applied Geography, May 2012, Vol. 34, p. 57 – 65. ISBN 0950-3293. DOI: 10.1016/j.apgeog.2011.10.014 DOI doi.org/10.1016/j.apgeog.2011.10.014.
- Smock, A. D., Ellison, N. B., Lampe, C., Wohn Y. D. Facebook as a toolkit: A uses and gratification approach to unbundling feature use. Computers in Human Behavior. 2011, Vol. 27, p. 2322 – 2329. ISSN 0747-5632. DOI https://doi.org/10.1016/j.chb.2011.07.011.
- Sturiale L., Scuderi, A. Evaluation of Social Media Actions for the Agrifood System. Procedia Technology. 2013, No. 8, p. 200 – 208. ISSN 2212-0173. DOI https://doi.org/10.1016/j.protcy.2013.11.028.
- Yoshimura F. Does manipulating foreknowledge of output tasks lead to differences in reading behaviour, text comprehension and noticing of language form? Language Teaching Research 2006, 10, 4, p. 419 – 434. ISSN 1477-0954. DOI: 10.1191/1362168806lr204oa. DOI doi.org/10.1191/1362168806lr204oa.