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Do Internet-Based Promotion Efforts Work? Evaluating MarketMaker

Author

Listed:
  • Zapata, Samuel D.
  • Carpio, Carlos E.
  • Isengildina-Massa, Olga
  • Lamie, R. Dave

Abstract

MarketMaker is one of the most extensive collections of electronic searchable food industry-related data engines in the country with over 17,500 profiles, including over 7,600 agricultural producers. This article summarizes the results of a survey that assesses the impact of MarketMaker on agricultural producers registered on the website. Results indicate that, by participating on MarketMaker, producers' annual sales have increased by about $121. The number of contacts received, new customers gained, and increased annual sales due to participation in the site are positively related to self-registration on the MarketMaker site, time since registration, and monthly time devoted to the website .

Suggested Citation

  • Zapata, Samuel D. & Carpio, Carlos E. & Isengildina-Massa, Olga & Lamie, R. Dave, 2011. "Do Internet-Based Promotion Efforts Work? Evaluating MarketMaker," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 29(1).
    • Handle: RePEc:ags:jloagb:260166
    DOI: 10.22004/ag.econ.260166
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    Cited by:

    1. Zapata, Samuel D. & Isengildina-Massa, Olga & Carpio, Carlos E. & Lamie, R. David, 2016. "Does E-Commerce Help Farmers’ Markets? Measuring the Impact of MarketMaker," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-18, July.
    2. Xie, Ran & Isengildina-Massa, Olga & Carpio, Carlos E., 2014. "The Biggest Bang for the Buck: Valuation of Various Components of a Regional Promotion Campaign by Participating Restaurants," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 46(2), pages 1-16, May.
    3. Boys, Kathryn A. & Blank, Steven, 2016. "The Evolution of Local Foods: A Retrospective and Prospective Consideration," ARE Working Papers 270993, North Carolina State University, Department of Agricultural and Resource Economics.
    4. Vassalos, Michael & Lim, Kar Ho, 2016. "Farmers’ Willingness to Pay for Various Features of Electronic Food Marketing Platforms," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(2), pages 1-19, May.
    5. Zapata, Samuel D. & Carpio, Carlos E. & Isengildina-Massa, Olga & Lamie, R. David, 2013. "The Economic Impact of Services Provided by an Electronic Trade Platform: The Case of MarketMaker," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(3), pages 1-20.

    More about this item

    Keywords

    Demand and Price Analysis;

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