IDEAS home Printed from https://ideas.repec.org/a/wly/agribz/v35y2019i2p281-297.html
   My bibliography  Save this article

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

Author

Listed:
  • Becatien Yao
  • Aleksan Shanoyan
  • Hikaru Hanawa Peterson
  • Cheryl Boyer
  • Lauri Baker

Abstract

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 logit and interval censored regression to examine the use and the impact of social‐media marketing in the green industry. The analysis was based on primary data from a survey of US nurseries and garden centers. The findings reveal that the daily use of social‐media marketing is largely driven by the network effect and the managers’ attitudes. They also indicate that the small‐sized firms receive higher returns from social media use in terms of increased sales compared with larger firms.

Suggested Citation

  • Becatien Yao & Aleksan Shanoyan & Hikaru Hanawa Peterson & Cheryl Boyer & Lauri Baker, 2019. "The use of new‐media marketing in the green industry: Analysis of social media use and impact on sales," Agribusiness, John Wiley & Sons, Ltd., vol. 35(2), pages 281-297, April.
    • Handle: RePEc:wly:agribz:v:35:y:2019:i:2:p:281-297
    DOI: 10.1002/agr.21581
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/agr.21581
    Download Restriction: no
    File URL: https://libkey.io/10.1002/agr.21581?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
    ---><---

    References listed on IDEAS

    as
    1. Liu, Yizao & Rui, Huaxia, 2014. "Consumer Attention, Engagement, and Market Shares: Evidence from the Carbonated Soft Drinks Market," 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food, May 29-30, 2014, Montreal, Canada 166114, Agricultural and Applied Economics Association.
    2. Jeffrey M Wooldridge, 2010. "Econometric Analysis of Cross Section and Panel Data," MIT Press Books, The MIT Press, edition 2, volume 1, number 0262232588, December.
    3. Liu, Yizao & Rui, Huaxia, 2014. "Social Media and Consumer Engagement in the Carbonated Soft Drinks Market," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 169815, Agricultural and Applied Economics Association.
    4. Bagwell, Kyle, 2007. "The Economic Analysis of Advertising," Handbook of Industrial Organization, in: Mark Armstrong & Robert Porter (ed.), Handbook of Industrial Organization, edition 1, volume 3, chapter 28, pages 1701-1844, Elsevier.
    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. Cahyono, Edi Dwi, 2023. "Instagram adoption for local food transactions: A research framework," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    2. Diksha Sinha & Roopali Sharma, 2024. "Future Research Prospects of Floriculture Industry from Management Perspective: A Bibliometric Analysis Using the SPAR-4-SLR Approach," South Asian Journal of Business and Management Cases, , vol. 13(1), pages 36-53, April.

    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. Anusua Datta & Dhaval Dave, 2017. "Effects of Physician‐directed Pharmaceutical Promotion on Prescription Behaviors: Longitudinal Evidence," Health Economics, John Wiley & Sons, Ltd., vol. 26(4), pages 450-468, April.
    2. Pannicke, Julia, 2015. "Media bias in women's magazines: Do advertisements influence editorial content?," Ilmenau Economics Discussion Papers 99, Ilmenau University of Technology, Institute of Economics.
    3. Yao, Becatien H. & Shanoyan, Aleksan & Peterson, Hikaru Hanawa, 2017. "The Use of New Media Marketing in the Green Industry: Analysis of Social Media Adoption and its Impact on Sales," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258292, Agricultural and Applied Economics Association.
    4. Onishi, Hiroshi & Manchanda, Puneet, 2012. "Marketing activity, blogging and sales," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 221-234.
    5. Liang, Chuchu, 2024. "Advertising rivalry and discretionary disclosure," Journal of Accounting and Economics, Elsevier, vol. 77(1).
    6. Chen, Jihui & Waters, George, 2017. "Firm efficiency, advertising and profitability: Theory and evidence," The Quarterly Review of Economics and Finance, Elsevier, vol. 63(C), pages 240-248.
    7. de Frutos, Maria-Angeles & Ornaghi, Carmine & Siotis, Georges, 2013. "Competition in the pharmaceutical industry: How do quality differences shape advertising strategies?," Journal of Health Economics, Elsevier, vol. 32(1), pages 268-285.
    8. Li, Tongxia & Lu, Chun & Routledge, James, 2023. "Brand capital on debt maturity structure," Journal of Contemporary Accounting and Economics, Elsevier, vol. 19(3).
    9. Mengyuan Zhou, 2022. "Does the Source of Inheritance Matter in Bequest Attitudes? Evidence from Japan," Journal of Family and Economic Issues, Springer, vol. 43(4), pages 867-887, December.
    10. Campbell, Randall C. & Nagel, Gregory L., 2016. "Private information and limitations of Heckman's estimator in banking and corporate finance research," Journal of Empirical Finance, Elsevier, vol. 37(C), pages 186-195.
    11. Giuliani, Elisa & Martinelli, Arianna & Rabellotti, Roberta, 2016. "Is Co-Invention Expediting Technological Catch Up? A Study of Collaboration between Emerging Country Firms and EU Inventors," World Development, Elsevier, vol. 77(C), pages 192-205.
    12. Ilona Babenko & Benjamin Bennett & John M Bizjak & Jeffrey L Coles & Jason J Sandvik, 2023. "Clawback Provisions and Firm Risk," The Review of Corporate Finance Studies, Society for Financial Studies, vol. 12(2), pages 191-239.
    13. Şahan, Duygu & Tuna, Okan, 2018. "Environmental innovation of transportation sector in OECD countries," Chapters from the Proceedings of the Hamburg International Conference of Logistics (HICL), in: Kersten, Wolfgang & Blecker, Thorsten & Ringle, Christian M. (ed.), The Road to a Digitalized Supply Chain Management: Smart and Digital Solutions for Supply Chain Management. Proceedings of the Hamburg International C, volume 25, pages 157-170, Hamburg University of Technology (TUHH), Institute of Business Logistics and General Management.
    14. J. K. Pappalardo, 2022. "Economics of Consumer Protection: Contributions and Challenges in Estimating Consumer Injury and Evaluating Consumer Protection Policy," Journal of Consumer Policy, Springer, vol. 45(2), pages 201-238, June.
    15. Eric Fesselmeyer & Kiat Ying Seah, 2018. "Individual Payoffs and the Effect of Homeownership on Social Capital Investment," Journal of Housing Research, Taylor & Francis Journals, vol. 27(1), pages 59-78, January.
    16. Ruomeng Cui & Dennis J. Zhang & Achal Bassamboo, 2019. "Learning from Inventory Availability Information: Evidence from Field Experiments on Amazon," Management Science, INFORMS, vol. 65(3), pages 1216-1235, March.
    17. Simon P. Anderson & André de Palma, 2012. "Competition for attention in the Information (overload) Age," RAND Journal of Economics, RAND Corporation, vol. 43(1), pages 1-25, March.
    18. Luiz Paulo Fávero & Joseph F. Hair & Rafael de Freitas Souza & Matheus Albergaria & Talles V. Brugni, 2021. "Zero-Inflated Generalized Linear Mixed Models: A Better Way to Understand Data Relationships," Mathematics, MDPI, vol. 9(10), pages 1-28, May.
    19. Shaikh M. S. U. Eskander & Sam Fankhauser, 2022. "Income Diversification and Income Inequality: Household Responses to the 2013 Floods in Pakistan," Sustainability, MDPI, vol. 14(1), pages 1-12, January.
    20. Iván Fernández-Val & Martin Weidner, 2018. "Fixed Effects Estimation of Large-TPanel Data Models," Annual Review of Economics, Annual Reviews, vol. 10(1), pages 109-138, August.

    More about this item

    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:wly:agribz:v:35:y:2019:i:2:p:281-297. 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: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297 .

    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.