THE INFLUENCE OF SOCIAL MEDIA ON AGRARIAN CONSUMER BEHAVIOR: KEY FINDINGS AND SMM STRATEGIES
DOI:
https://doi.org/10.30890/2709-2313.2024-31-00-029Ключові слова:
Social Media Marketing (SMM), agrarian consumer behavior, agriculture, user-generated content (UGC), consumer engagementАнотація
The integration of Social Media Marketing (SMM) into consumer behavior presents both opportunities and challenges for stakeholders within the agricultural industry. This article aims to explore the influence of social media on agrarian consumer behavior bMetrics
Посилання
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. doi:10.1016/j.bushor.2009.09.003
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149-165. doi:10.1016/j.intmar.2013.12.002
Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15-27. doi:10.1002/mar.20761
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102-113. doi:10.1016/j.intmar.2012.01.002
Mariia Bahorka, Larysa Kurbatska, Liudmila Kvasova Marketing reserves to increase the competitiveness of the enterprise in modern conditions. Green, Blue & Digital Economy Journal. Volume 3 Number 1. Riga, Latvia: “Baltija Publishing”, 2022, pp. 1-7. https://doi.org/10.30525/2661-5169/2022-1-1
Mariia Bahorka, Liudmila Kvasova (2022). Marketing reserves to increase the competitiveness of the enterprise in modern conditions. Transformation of economy, finance and management in modern conditions: Scientific monograph (Kielce, Poland). Riga, Latvia: Baltija Publishing, 2022. 664 p. (pp. 257- 266). DOI: https://doi.org/10.30525/978-9934-26-220-3-15 http://www.baltijapublishing.lv/omp/index.php/bp/catalog/book/238 http://www.baltijapublishing.lv/omp/index.php/bp/catalog/view/238/6463/13516-1
Опубліковано
Як цитувати
Номер
Розділ
Ліцензія
Авторське право (c) 2024 Автори
Ця робота ліцензується відповідно до Creative Commons Attribution 4.0 International License.
