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

  title={The use of new‐media marketing in the green industry: Analysis of social media use and impact on sales},
  author={Becatien H. Yao and Aleksan Shanoyan and Hikaru Hanawa Peterson and Cheryl R Boyer and Lauri M. Baker},
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… 
New media marketing as a driver of enterprise country of origin (COO) offer in international markets
PurposeThe paper aims to highlight the role of Web 2.0 in international marketing, shedding light on the relationships existing between the country of origin effect and consumer
Evolving Consumption Trends, Marketing Strategies, and Governance Settings in Ornamental Horticulture: A Grey Literature Review
Ornamentals are the most diversified products and fast-changing industry of horticulture. A new flower and ornamental plant market scenario is developing: remarkable opportunities are emerging, but
Comparison of social media platforms in terms of marketing performances of food companies
The objective of this study was to evaluate to what extent social media platforms are effective on the marketing performances of food companies. Facebook was the most effective platform in terms of
Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context
The results indicate that trust inclination and information adoption sequentially mediate relationships between information quality, information usefulness, perceived risk and argument quality with purchase intentions.
Aspects and Influence of Social Media Marketing in Today’s World: A Review of Scholarly Articles
Social media has carried out a lot of value additions for different stakeholders in today’s world. However, comprehensive literature reviews on different aspects of social media marketing are quite a
Social Media Application in Agriculture Extension Programming for Small Scale Rural Farmers: Is Knowledge Impeding the Lack of Adoption?
The purpose of this study was to assess the knowledge level of farmers on basic computer literacy, social media use, and to explore which social and demographic factors affected their knowledge
Identification and Analysis of Strawberries’ Consumer Opinions on Twitter for Marketing Purposes
The potential of strawberry-related Twitter data for conducting berry consumer studies is revealed, useful in increasing the competitiveness of the berry sector and filling an important gap in the literature by providing guidance on the challenge of data science in agronomy.
Is it for generation me? A qualitative study exploring marketing and selling plants online to millennial-aged consumers
As online selling of products like living plants increases, it is increasingly important to understand how millennial-aged consumers perceive the purchasing experience. New-media technologies like
Perspective of Financial Literacy on Agribusiness Performance in Uganda; A Close Look at Farmers’ Attitude and Social Media Platforms
Given the increasing importance of agribusiness in the world’s emerging economy, the dissemination of financial literacy information is necessary to content and sustain commercial production.
Facebook Activity of Oklahoma Agritourism Facebook Pages
Agritourism is recreational travel for agricultural activities. Agricultural operations benefit from income diversification, the public receives hands-on agricultural experiences, and rural


Marketing with More: An In-depth Look at Relationship Marketing with New Media in the Green Industry
Garden-center businesses have unique challenges related to the marketing of products. New and social media offer a way for garden-center operators to connect with customers and market products online
The Impact Of Social Media On Business Performance
The use of social media enhances business capabilities and business performance in SponsorPay, a start-up company since 2009 in the on-line game advertising industry and is successfully combined into one effective social media ecosystem that enables coordination between internal and external business processes.
Measuring the Effects of Firm Promotion Expenditures on Green Industry Sales
This paper measures the effectiveness of green industry firms' promotion and advertising expenditures in enhancing sales. Specifically the paper addresses the following three questions: 1) Are
Economic Contributions of the Green Industry in the United States in 2013
Economic contributions of the green industry in each state of the United States were estimated for 2007–08 using regional economic multipliers, together with information on horticulture product
Business and marketing practices of U.S. landscape firms
Little information has been published on the business and marketing practices of landscape firms, an important sector of the green industry.We sought to profile the product mix, advertising,
Social Media and Firm Equity Value
The results derived from vector autoregressive models suggest that social media-based metrics Web blogs and consumer ratings are significant leading indicators of firm equity value and social media has a faster predictive value, i.e., shorter “wear-in” time, than conventional online media.
Production and Marketing Practices and Trade Flows in the United States Green Industry in 2013
A national survey of 32,000 U.S. ornamental plant grower and dealer-retail firms was conducted to collect information on business practices and operating results for calendar year 2013. A total of