The use of new‐media marketing in the green industry: Analysis of social media use and impact on sales

Abstract

During the recession, the decline in home value and home ownership reduced the demand for ornamental plants, lawn and garden products, and related services, which resulted in significantly negative effect on the green industry revenues.Postrecession consolidation in the United States green industry has forced smaller firms to re-evaluate their marketing strategies. New-media marketing has gained attention as a relatively low-cost and high-exposure marketing strategy. This paper utilizes binary logit and interval censored regression to examine the use and the impact of social-media marketing in the green industry. The analysis was based on primary data from a survey of US nurseries and garden centers. The findings reveal that the daily use of social-media marketing is largely driven by the network effect and the managers' attitudes. They also indicate that the small-sized firms receive higher returns from social media use in terms of increased sales compared with larger firms. K E Y W O R D S green industry, horticulture, social-media marketing, technology adoption J E L M31, O33, Q13 Agribusiness. 2019;35:281-297.wileyonlinelibrary.com/journal/agr

Perspective of Financial Literacy on Agribusiness Performance in Uganda; A Close Look at Farmers’ Attitude and Social Media Platforms

“…In addition to direct effects, we find that social media access has significant and positive spillover effects on market participation and volume decisions in the global market. Findings provide empirical support for policies and social programs that promote information computer technology especially internet usage in Uganda to improve smallholder farmers' marketing performance [9]. We notice E-commerce and e-business has gained attention as a relatively low-cost and high-exposure marketing strategy.…”

“…The researcher seeks farmers' response on the understanding of financial literacy, their perception on financial literacy products and services, the channels used by different institutions in disseminating financial information. These helped to determine the basic knowledge on financial literacy among agribusiness practitioners [9]. In line with Nyupriya and Rekha [26], the researcher identified budgeting and savings policies in the ministry Debt knowledge being associated with sector, occupations, level of management and level of financial education [13], and clear record keeping in accounting systems to support financial performance.…”

“…Farmers' examined on their perceived expectations from financial literacy and any other form of financial training; their willingness to attend financial literacy seminars, workshops, On the other hand, their understanding of information computer technology, mobile internet usage, and the social media impact in today's global environment; the forms of social media used, such as face book, twitter WhatApp and others with the associated costs. According to [9], new-media marketing has gained attention as a relatively low-cost and high-exposure marketing strategy. The findings reveal that the daily use of socialmedia marketing strategy is largely driven by the available network effect and the managers' attitudes.…”

“…Thus the researcher presents new financial literacy design with an understanding of farmers' perception and social media platforms in a technological environment for prioritization. The researcher observes that social media in businesses has gained attention as low-cost and highexposure information sharing strategy; the daily use of social-media is driven by the network effect and the managers' attitudes [9]. In Uganda, social media has a sound coverage; face book 82.6%, whatsApp 89.0%, twitter 10.1%, linkedlin 16.5%, YouTube 19.3%, blogs 18.3% and 0.8% google+ among phone users [10].…”

“…We notice only 16 percent of the population keep their savings at formal deposit taking institutions, 60 percent still keep their savings at home in form of assets such as animals, and more than 65 percent are unable to access formal financial institutions for credit. Current research studies [3,9] have observed financial literacy as a pillar to consistent performance over time. Therefore, this paper antecedents on financial literacy literature and examines the moderating role of perception and social media platforms and what the agriculture sector will encounter in order to propose a new research direction.…”