Customer experience with farmers’ markets: what hashtags can reveal
What cat hashtags reveal
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 will be of practical use for future marketing and management.
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Title of publication: International Food and Agribusiness Management Review
Volume: 21
Issue: 6
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Page range: 755-770
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Author: Ladislav Pilař
Other authors: Tereza Balcarová, Stanislav Rojík, Ivana Tichá, Jana Poláková
Organization: Czech University of Life Sciences Prague
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Year: 2018
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Geographical coverage: Africa, Andean Community (CAN), Arab Maghreb Union (AMU), Asia and the Pacific, Caribbean Community (CARICOM), Caribbean Forum of African, Caribbean and Pacific States (CARIFORUM), Central African Economic and Monetary Community (CEMAC), Central American Agricultural Council (CAC), Central American Integration System (SICA), Common Market for Eastern and Southern Africa (COMESA), Community of Latin America and Caribbean States (CELAC), Community of Sahel-Saharan States (CEN-SAD), Council of Arab Economic Unity (CAEU), East African Community (EAC), Economic Community of Central African States (ECCAS), Economic Community of West African States (ECOWAS), Economic Cooperation Organization (ECO), Europe and Central Asia, European Union (European Union), North America, Intergovernmental Authority on Development (IGAD), Land-locked developing country (LLDCs), Latin America and the Caribbean, Least developed countries (LDCs), Low income food deficit countries (LIFDCs), Near East and North Africa, Pacific Islands Forum (PIF), Small island developing States (SIDS), South Asian Association for Regional Cooperation (SAARC), Southern African Development Community (SADC), Southern Common Market (MERCOSUR)
Type: Journal article
Content language: English
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