文章基本信息

标题：How Effective is Social Networking for Direct Marketers?
本地全文：下载
作者：Phillips, Megan ; McFadden, Dawn Thilmany ; Sullins, Martha 等
期刊名称：Journal of Food Distribution Research
印刷版ISSN：0047-245X
出版年度：2010
卷号：41
期号：3
页码：96-100
出版社：Food Distribution Research Society
摘要：Social networking services are becoming an increasingly popular medium for marketing and advertising. The growth in usage of these sites, together with an increasingly active local food system in Northern Colorado, motivated this study examines the effectiveness of social marketing for consumer-oriented agribusinesses. Initial research on social marketing suggests it is an innovation being informally used by consumers to quickly spread word of mouth on events and products. For consumer-oriented businesses, this suggests a potential opportunity to effectively grow markets or improve loyalty among customers. The case studies presented are particularly rich examples since direct marketing in agriculture benefits from authentic, word-of-mouth promotion, in contrast to traditional advertising. These case studies, which include analysis of websites and intercept surveys, show that social networking may be beneficial, but might be most effective in a multi-modal marketing strategy for small agribusiness producers and direct marketers.