Agricultural farms: Facebook and Instagram communication with their customers.
Description
Social media offers small farms a cost-efficient channel to build trust, stimulate visits, and support direct sales, yet many farms still treat it as one-way broadcasting. The methodology integrates content analysis grounded in Uses and Gratifications Theory with correspondence analysis to map the strategic positioning of selected firms on Facebook and Instagram. Researchers examined 1,960 posts from five farms across 2023-2024, applying content coding, descriptive analysis, and correspondence analysis. A surprising finding is the rejection of the "activity-engagement" myth; higher posting frequency does not guarantee higher engagement. Instead, multimedia formats such as Reels and Video are identified as primary drivers of engagement. Beyond gratification types, correspondence maps reveal distinct strategic territories (experiential, commercial, lifestyle), offering a framework for positioning farm brands online.
Files
Steps to reproduce
The research focused on firms registered with the Association of Private Farming of the Czech Republic. The rearchers collected, mapped, and coded posts published by selected firms from their official Facebook and Instagram profiles.
Institutions
- University of West Bohemia in PilsenPlzeň Region, Pilsen
Categories
Funders
- University of West Bohemia in PilsenGrant ID: SGS-2023-003