IDEAS home Printed from https://ideas.repec.org/a/ibn/jasjnl/v17y2024i1p27.html
   My bibliography  Save this article

Farmers Markets Marketing Strategies in the Digital Era in the USA

Author

Listed:
  • Jean Dominique Gumirakiza
  • Clarissa Mackey

Abstract

The COVID-19 pandemic significantly disrupted agribusiness operations nationwide. This study analyzed text data from the websites of 200 farmers markets across the United States using a “Text Mining Analytics” approach. We created word clouds to examine three key aspects of farmers markets- (i) digital marketing strategies adopted in response to the pandemic, (ii) popular products sold, and (iii) market operating days and times. Our findings revealed a notable increase in online presence and identify effective digital promotional strategies, such as the use of Facebook, websites, Instagram, Twitter (now X), and blogs. Additionally, we highlighted the most popular products available at farmers markets, including tomatoes, baked goods, peppers, apples, plants, and lettuce. Furthermore, we found that Wednesdays, Thursdays, Saturdays, and Sundays are favored operating days. This research offers valuable insights for policymakers, market managers, and vendors, aiding them in making informed decisions.

Suggested Citation

  • Jean Dominique Gumirakiza & Clarissa Mackey, 2024. "Farmers Markets Marketing Strategies in the Digital Era in the USA," Journal of Agricultural Science, Canadian Center of Science and Education, vol. 17(1), pages 1-27, December.
    • Handle: RePEc:ibn:jasjnl:v:17:y:2024:i:1:p:27
    as

    Download full text from publisher

    File URL: https://ccsenet.org/journal/index.php/jas/article/download/0/0/51070/55398
    Download Restriction: no
    File URL: https://ccsenet.org/journal/index.php/jas/article/view/0/51070
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. "Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 78-90, June.
    2. Ledyard Tucker & Charles Lewis, 1973. "A reliability coefficient for maximum likelihood factor analysis," Psychometrika, Springer;The Psychometric Society, vol. 38(1), pages 1-10, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Andrey Mikhailitchenko & Sanjay Varshney, 2016. "SME Internationalization in Emerging Markets: Symbiotic vs. Commensal Pathways," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(3), pages 4-19.
    2. Nørskov, Sladjana & Damholdt, Malene F. & Ulhøi, John P. & Jensen, Morten Berg & Mathiasen, Mia Krogager & Ess, Charles M. & Seibt, Johanna, 2022. "Employers’ and applicants’ fairness perceptions in job interviews: using a teleoperated robot as a fair proxy," Technological Forecasting and Social Change, Elsevier, vol. 179(C).
    3. Shepherd, Dean A. & Kuskova, Valya & Patzelt, Holger, 2009. "Measuring the values that underlie sustainable development: The development of a valid scale," Journal of Economic Psychology, Elsevier, vol. 30(2), pages 246-256, April.
    4. Vasiliki Vamvaka & Chrysostomos Stoforos & Theodosios Palaskas & Charalampos Botsaris, 2020. "Attitude toward entrepreneurship, perceived behavioral control, and entrepreneurial intention: dimensionality, structural relationships, and gender differences," Journal of Innovation and Entrepreneurship, Springer, vol. 9(1), pages 1-26, December.
    5. Jitske Tiemensma & Sarah Depaoli & Sonja D Winter & John M Felt & Holly M Rus & Amber C Arroyo, 2018. "The performance of the IES-R for Latinos and non-Latinos: Assessing measurement invariance," PLOS ONE, Public Library of Science, vol. 13(4), pages 1-14, April.
    6. Nuanphromsakul, Kajohnjak & Szczepańska-Woszczyna, Katarzyna & Kot, Sebastian & Chaveesuk, Singha & Chaiyasoonthorn, Wornchanok, 2022. "Sustainability of Rubber Farmers Cooperatives: Empirical Evaluation of Determining Factors," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 14(4), December.
    7. Tsukasa Kato, 2021. "Measurement Invariance in the Center for Epidemiologic Studies-Depression (CES-D) Scale among English-Speaking Whites and Asians," IJERPH, MDPI, vol. 18(10), pages 1-10, May.
    8. Mark Shevlin & David Boyda & James Houston & Jamie Murphy, 2015. "Measurement of the psychosis continuum: Modelling the frequency and distress of subclinical psychotic experiences," Psychosis, Taylor & Francis Journals, vol. 7(2), pages 108-118, April.
    9. Knoppen, Desirée & Sáenz, María Jesús, 2017. "Interorganizational teams in low-versus high-dependence contexts," International Journal of Production Economics, Elsevier, vol. 191(C), pages 15-25.
    10. Ibrahim A. Elshaer & Alaa M. S. Azazz & Yahdih Semlali & Mahmoud A. Mansour & Mohammed N. Elziny & Sameh Fayyad, 2024. "The Nexus between Green Transformational Leadership, Employee Behavior, and Organizational Support in the Hospitality Industry," Administrative Sciences, MDPI, vol. 14(6), pages 1-22, May.
    11. Anselmsson, Johan & Burt, Steve & Tunca, Burak, 2017. "An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 194-203.
    12. E. Huebner & Rich Gilman & James Laughlin, 1999. "A Multimethod Investigation of the Multidimensionality of Children's Well-Being Reports: Discriminant Validity of Life Satisfaction and Self-Esteem," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 46(1), pages 1-22, January.
    13. Ali Safarnejad & Jose-Antonio Izazola-Licea, 2017. "Direct and indirect effects of enablers on HIV testing, initiation and retention in antiretroviral treatment and AIDS related mortality," PLOS ONE, Public Library of Science, vol. 12(2), pages 1-15, February.
    14. Lili Tian & Li Zhang & E. Scott Huebner & Xiaoting Zheng & Wang Liu, 2016. "The Longitudinal Relationship Between School Belonging and Subjective Well-Being in School Among Elementary School Students," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 11(4), pages 1269-1285, December.
    15. Ronald S. Burt, 1973. "Confirmatory Factor-Analytic Structures and the Theory Construction Process," Sociological Methods & Research, , vol. 2(2), pages 131-190, November.
    16. Janina Isabel Steinert & Lucie Dale Cluver & G. J. Melendez-Torres & Sebastian Vollmer, 2018. "One Size Fits All? The Validity of a Composite Poverty Index Across Urban and Rural Households in South Africa," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 136(1), pages 51-72, February.
    17. Yeung, Matthew C.H. & Ramasamy, Bala & Chen, Junsong & Paliwoda, Stan, 2013. "Customer satisfaction and consumer expenditure in selected European countries," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 406-416.
    18. Kipnis, Eva & Demangeot, Catherine & Pullig, Chris & Broderick, Amanda J., 2019. "Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets," Journal of Business Research, Elsevier, vol. 98(C), pages 126-141.
    19. Sulaiman Olusegun Atiku & Ziska Fields & Ethel Abe, 2017. "Cultural Values and Human Resource Outcomes in the Nigerian Banking Industry," SPOUDAI Journal of Economics and Business, SPOUDAI Journal of Economics and Business, University of Piraeus, vol. 67(2), pages 26-46, April-Jun.
    20. Evangeline I. Chirayil & Claire L. Thompson & Sue Burney, 2014. "Predicting Human Papilloma Virus Vaccination and Pap Smear Screening Intentions Among Young Singaporean Women Using the Theory of Planned Behavior," SAGE Open, , vol. 4(4), pages 21582440145, October.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:jasjnl:v:17:y:2024:i:1:p:27. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.