IDEAS home Printed from https://ideas.repec.org/a/mup/actaun/actaun_2016064062095.html
   My bibliography  Save this article

Farmers' Markets: Positive Feelings of Instagram Posts

Author

Listed:
  • Ladislav Pilař

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcká 129, 165 21 Prague, Czech Republic)

  • Tereza Balcarová

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcká 129, 165 21 Prague, Czech Republic)

  • Stanislav Rojík

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcká 129, 165 21 Prague, Czech Republic)

Abstract

With increasing consumer requirements, farmers and vendors see the importance of social media as a marketing tool to engage with consumers. In particular, on a more personal level for reasons of brand management. Instagram is becoming increasingly popular as a marketing communication tool. The aim of this paper is to identify areas that users evaluate in terms of positive feelings in connection with farmers' markets. The results are based on the analysis of the worldwide, and Czech, instagram social network. Instagram posts were identified on the basis of keywords, such as #farmarsketrhy and #farmersmarkets. The results of the study are based on 100,000 contributions on Instagram made by 55,632 users. The analysis contains 1,357,812 'unique' words. The results identified six major areas (1) Healthy (2) Good (3) Great (4) Happy (5) Nice (6) Perfect. An appropriately posted hashtag indicated the positive feelings that were evoked and then assigned to a matching category. The research results are used to identify group characteristics that exert these positive feelings while visiting farmers' markets. These results can be used to build communications campaigns for farmers' markets. They can also be used as a basis for further research in defining the behaviour of farmers' markets visitors, based on cultural differences arising from geographic location.

Suggested Citation

  • Ladislav Pilař & Tereza Balcarová & Stanislav Rojík, 2016. "Farmers' Markets: Positive Feelings of Instagram Posts," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(6), pages 2095-2100.
    • Handle: RePEc:mup:actaun:actaun_2016064062095
    DOI: 10.11118/actaun201664062095
    as

    Download full text from publisher

    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201664062095.html
    Download Restriction: free of charge
    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201664062095.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.11118/actaun201664062095?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Pokorná, Jitka & Pilař, L. & Balcarová, T. & Sergeeva, I., 2015. "Value Proposition Canvas: Identification of Pains, Gains and Customer Jobs at Farmers' Markets," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 7(4), pages 1-8, December.
    2. Pechrová, M. & Lohr, V. & Havlíček, Z., 2015. "Social Media for Organic Products Promotion," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 7(1), pages 1-10, March.
    3. David Conner & Kathryn Colasanti & R. Brent Ross & Susan B. Smalley, 2010. "Locally Grown Foods and Farmers Markets: Consumer Attitudes and Behaviors," Sustainability, MDPI, vol. 2(3), pages 1-15, March.
    4. Onianwa, Okwudili O. & Wheelock, Gerald & Mojica, Maribel N., 2005. "An Analysis of the Determinants of Farmer-to-Consumer Direct-Market Shoppers," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(1), pages 1-5, March.
    5. Hanna, Richard & Rohm, Andrew & Crittenden, Victoria L., 2011. "We're all connected: The power of the social media ecosystem," Business Horizons, Elsevier, vol. 54(3), pages 265-273, May.
    6. Eva Kánská & J. Jarolímek & T. Hlavsa & P. Šimek & J. Vaněk & T. Vogeltanzová, 2012. "Using social networks as an integration tool in rural areas of the Czech Republic - agricultural enterprises," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 60(4), pages 173-180.
    7. Henk Renting & Terry K Marsden & Jo Banks, 2003. "Understanding Alternative Food Networks: Exploring the Role of Short Food Supply Chains in Rural Development," Environment and Planning A, , vol. 35(3), pages 393-411, March.
    8. Malthouse, Edward C. & Haenlein, Michael & Skiera, Bernd & Wege, Egbert & Zhang, Michael, 2013. "Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 270-280.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jiří Bejtkovský, 2018. "Promotion as a Variable of HR Marketing in Selected Corporations in the Czech Republic in the Context of Digitization," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(6), pages 1393-1405.
    2. Klára Margarisová & Lucie Vokáčová & Kateřina Kuralová & Tomáš Hlavsa, 2018. "Regional Branding: Customer's Experience with the Certified Products," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(6), pages 1549-1556.

    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. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    2. Cayla Albrecht & John Smithers, 2018. "Reconnecting through local food initiatives? Purpose, practice and conceptions of ‘value’," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 35(1), pages 67-81, March.
    3. Stewart, Hayden & Dong, Diansheng, 2018. "How strong is the demand for food through direct-to-consumer outlets?," Food Policy, Elsevier, vol. 79(C), pages 35-43.
    4. Yuna Chiffoleau & Sarah Millet-Amrani & Arielle Canard, 2016. "From Short Food Supply Chains to Sustainable Agriculture in Urban Food Systems: Food Democracy as a Vector of Transition," Agriculture, MDPI, vol. 6(4), pages 1-18, October.
    5. Ulrike Baumöl & Linda Hollebeek & Reinhard Jung, 2016. "Dynamics of customer interaction on social media platforms," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 199-202, August.
    6. Sophia Lingham & Louise Manning & Damian Maye, 2022. "Reimagining Food: Readdressing and Respecting Values," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    7. Wang, Zhan & Kim, Hyun Gon, 2017. "Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 15-26.
    8. Pokorná, Jitka & Pilař, L. & Balcarová, T. & Sergeeva, I., 2015. "Value Proposition Canvas: Identification of Pains, Gains and Customer Jobs at Farmers' Markets," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 7(4), pages 1-8, December.
    9. Hamilton, Mitchell & Kaltcheva, Velitchka D. & Rohm, Andrew J., 2016. "Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 121-133.
    10. Chen, Xuqi & Gao, Zhifeng & House, Lisa, 2016. "Own and Cross-effect of Social Media on Demand for Fresh Produce: A Case of Consumer Preference for California versus Florida Strawberry," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 230137, Southern Agricultural Economics Association.
    11. Pilar, Ladislav & Balcarova, Tereza & Rojik, Stanislav & Ticha, Ivana & Polakova, Jana, 2018. "Customer experience with farmers’ markets: what hashtags can reveal," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(6), July.
    12. Hyun Gon Kim & Zhan Wang, 2019. "Defining and measuring social customer-relationship management (CRM) capabilities," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(1), pages 40-50, March.
    13. Agata Malak-Rawlikowska & Edward Majewski & Adam Wąs & Svein Ole Borgen & Peter Csillag & Michele Donati & Richard Freeman & Viet Hoàng & Jean-Loup Lecoeur & Maria Cecilia Mancini & An Nguyen & Monia , 2019. "Measuring the Economic, Environmental, and Social Sustainability of Short Food Supply Chains," Sustainability, MDPI, vol. 11(15), pages 1-23, July.
    14. Ríos Núnez, Sandra & Benítez Jiménez, Diócles & Soria Re, Sandra, 2015. "Cadenas agroalimentarias territoriales. Tensiones y aprendizajes desde el sector lácteo de la Amazonía ecuatoriana," Revista Lecturas de Economía, Universidad de Antioquia, CIE, issue 84, pages 179-208, November.
    15. Mamen Cuéllar-Padilla & Ernesto Ganuza-Fernandez, 2018. "We Don’t Want to Be Officially Certified! Reasons and Implications of the Participatory Guarantee Systems," Sustainability, MDPI, vol. 10(4), pages 1-15, April.
    16. Halloran, Timothy J. & Lutz, Richard J., 2021. "Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 83-95.
    17. Perez-Vega, Rodrigo & Hopkinson, Paul & Singhal, Aishwarya & Mariani, Marcello M., 2022. "From CRM to social CRM: A bibliometric review and research agenda for consumer research," Journal of Business Research, Elsevier, vol. 151(C), pages 1-16.
    18. Jane Ricketts Hein & Brian Ilbery & Moya Kneafsey, 2006. "Distribution of local food activity in England and Wales: An index of food relocalization," Regional Studies, Taylor & Francis Journals, vol. 40(3), pages 289-301.
    19. Rizwan Raheem Ahmed & Jolita Vveinhardt & Dalia Streimikiene, 2017. "Interactive digital media and impact of customer attitude and technology on brand awareness: evidence from the South Asian countries," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(6), pages 1115-1134, November.
    20. Osamu Saito & Chiho Kamiyama & Shizuka Hashimoto, 2018. "Non-Market Food Provision and Sharing in Japan’s Socio-Ecological Production Landscapes," Sustainability, MDPI, vol. 10(1), pages 1-9, January.

    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:mup:actaun:actaun_2016064062095. 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: Ivo Andrle (email available below). General contact details of provider: https://mendelu.cz/en/ .

    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.