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

@article{Yao2018TheUO,
  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},
  journal={Agribusiness},
  year={2018}
}
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… 
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