Farmers’ Markets: Positive Feelings of Instagram Posts

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F16%3A72070" target="_blank" >RIV/60460709:41110/16:72070 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/https://doi.org/10.11118/actaun201664062095" target="_blank" >http://dx.doi.org/https://doi.org/10.11118/actaun201664062095</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/https://doi.org/10.11118/actaun201664062095" target="_blank" >https://doi.org/10.11118/actaun201664062095</a>

Result language

angličtina

Original language name

Farmers’ Markets: Positive Feelings of Instagram Posts

Original language description

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 3 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

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2016

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

ISSN

1211-8516

e-ISSN

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Volume of the periodical

64

Issue of the periodical within the volume

6

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

6

Pages from-to

2095-2100

UT code for WoS article

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EID of the result in the Scopus database

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