Customer experience with farmers’ markets: what hashtags can reveal

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Customer experience with farmers’ markets: what hashtags can reveal

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Customer experience with farmers’ markets: what hashtags can reveal

Popis výsledku anglicky

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

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název periodika

International Food and Agribusiness Management Review

ISSN

1559-2448

e-ISSN

—

Svazek periodika

21

Číslo periodika v rámci svazku

6

Stát vydavatele periodika

NL - Nizozemsko

Počet stran výsledku

16

Strana od-do

755-770

Kód UT WoS článku

000438417900006

EID výsledku v databázi Scopus

2-s2.0-85049771648