Customer experience with farmers’ markets: what hashtags can reveal

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F18%3A76542" target="_blank" >RIV/60460709:41110/18:76542 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.22434/IFAMR2017.0039" target="_blank" >http://dx.doi.org/10.22434/IFAMR2017.0039</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.22434/IFAMR2017.0039" target="_blank" >10.22434/IFAMR2017.0039</a>

Result language
angličtina
Original language name
Customer experience with farmers’ markets: what hashtags can reveal
Original language description
Social media networks are increasing in popularity and have been integrated into many aspects of daily life. Analysis of the ways in which individuals use social media is important for understanding social, cultural, and environmental issues. This study examines experiences of farmers market customers through their self-expression on social networks. Contributions to the Instagram social network based on the farmersmarket hashtag were gathered on a single day, yielding 19,398 contributions created by 13,862 users. Six major linked hashtags were identified (Organic, Fresh, Food, Local, Vegan, and Healthy), providing key indicators of the characteristics of farmers markets that are valued by customers. Four customer segments were identified: Product Oriented, Emotional Oriented, Social Oriented, and Product-Social Oriented, with strong interconnections identified between these communities. The results of this study provide insights into consumer values and behaviors in the farmers market context and wi
Czech name
—
Czech description
—

Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
—
OECD FORD branch
50204 - Business and management

Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Similar results(10)