Facebook Activity of Oklahoma Agritourism Facebook Pages

Examining the Social Properties of Oklahoma Agricultural Facebook Pages: A Quantitative Content Analysis

“…Alternatively, it could suggest that just a presence on Facebook for things like contact information was important for some operations, but prioritizing posting is not something they find necessary. This parallels Culler's (2018) suggestion to simply have an online presence, but if page likes are related to overall posting frequency (Bowman et al, 2020), operations are not properly utilizing Facebook to promote their businesses and reach a wider audience (Telg & Barnes, 2012;White et al, 2014).…”

“…Others suggest to simply have a page and disregard engaging in regular posting (Culler, 2018). Past research on agritourism operations in Oklahoma have found that posting frequency by agritourism operations' Facebook pages has a moderate relationship with page likes but a negligible relationship with the number of reactions to those posts (Bowman et al, 2020). Bowman et al (2020) recommended avoiding one-size-fits-all recommendations to account for different needs of different types of agritourism operations.…”

“…While being present and active on social media is important (Bowman et al, 2020;Gibson et al, 2012;Shaw et al, 2015;White et al, 2014), researchers also need to understand what is being shared, especially given that many agriculturalists view social media as an opportunity to promote the industry (Telg & Barnes, 2012;White et al, 2014). This study focused on ingroup and outgroup identity portrayals on agricultural operations' Facebook pages as they have the potential to affect the public's perceptions of agricultural practices.…”