Flower power: testing social media advertising strategies for floral products

Rachel Corry, William R Taylor, Jessica Holt, Hailey Bittles, Benjamin L. Campbell, Julie Campbell
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引用次数: 0

Abstract

Abstract Social media and the internet have impacted how companies and organizations advertise to consumers. Digital advertising has created the opportunity to engage with consumers, target specific groups, and capture metrics of use to help build effective advertising strategies. The floral industry is a large sector within the agricultural arena, which is primed to engage with young consumers. This research examined the effectiveness of utilizing static and animated social media advertisements to increase consumers’ intention to purchase floral products. Using an online survey and an experimental design, this study examined 8,488 respondents’ intention to purchase floral products after viewing static and animated social media advertisements. This study identified respondents’ attitudes, social norms, age, and internet use to be significant predictors in their intent to purchase floral products. Recommendations from a theoretical and applied perspective are discussed within relation to the study’s findings to advance strategic advertising in the floral industry.
花的力量:测试花卉产品的社交媒体广告策略
社交媒体和互联网已经影响了公司和组织向消费者做广告的方式。数字广告创造了与消费者接触的机会,针对特定群体,并捕获使用指标,以帮助建立有效的广告策略。花卉产业是农业领域的一个大部门,它已经准备好与年轻消费者接触。本研究考察了利用静态和动画社交媒体广告提高消费者购买花卉产品意愿的有效性。本研究采用在线调查和实验设计,调查了8,488名受访者在观看静态和动画社交媒体广告后购买花卉产品的意愿。本研究发现,受访者的态度、社会规范、年龄和互联网使用是他们购买花卉产品意向的重要预测因素。结合研究结果,从理论和应用的角度提出建议,以促进花卉产业的战略广告。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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28 weeks
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