Digital and traditional media advertising and business performance of agribusiness firms – Empirical evidence in Japan

IF 1.9 4区经济学 Q2 AGRICULTURAL ECONOMICS & POLICY

Agricultural Economics-Zemedelska Ekonomika Pub Date : 2021-02-25 DOI:10.17221/393/2020-AGRICECON

Yessica C. Y. Chung, Hung‐Hao Chang, Y. Kitamura

引用次数: 5

Abstract

Can digital media advertising strategies benefit agribusiness farms? This study addresses this issue by investigating the extent to which digital and traditional media advertising strategies affect agribusiness performance and the underlying factors associated with agribusiness farms' adoption decisions. We estimate a non-linear simultaneous equation system and use a population-based survey data of agricultural processing farms in Japan. We find that female and younger farm operators', as well as incorporated agribusiness farms, are more likely to adopt digital media advertising. The sales value of digital media advertising users is higher by 51% than that of non-users. Moreover, the effect of digital advertising is not equally distributed among farms. Family farms and farms located in rural areas benefit more from the adoption of digital media advertising.

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数字和传统媒体广告与农业综合企业经营绩效——日本的经验证据

数字媒体广告策略能使农业综合企业农场受益吗?本研究通过调查数字和传统媒体广告策略对农业综合企业绩效的影响程度以及与农业综合企业农场采用决策相关的潜在因素来解决这一问题。我们估计了一个非线性联立方程组，并使用了基于人口的日本农业加工农场调查数据。我们发现，女性和年轻的农场经营者，以及合并的农业综合企业农场，更有可能采用数字媒体广告。数字媒体广告用户的销售额比非用户高出51%。此外，数字广告的效果在农场之间并不是平均分配的。家庭农场和位于农村地区的农场从采用数字媒体广告中受益更多。

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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来源期刊

Agricultural Economics-Zemedelska Ekonomika Agricultural Economics & Policy-

CiteScore

4.30

自引率

4.50%

发文量

审稿时长

30 weeks

期刊介绍： An international peer-reviewed journal published under the auspices of the Czech Academy of Agricultural Sciences and financed by the Ministry of Agriculture of the Czech Republic. Published since 1954 (by 1999 under the title Zemědělská ekonomika).Thematic scope: original scientific papers dealing with agricultural subjects from the sphere of economics, management, informatics, ecology, social economy and sociology. Since 1993 the papers continually treat problems which were published in the journal Sociologie venkova a zemědělství until now. An extensive scope of subjects in fact covers the whole of agribusiness, that means economic relations of suppliers and producers of inputs for agriculture and food industry, problems from the aspects of social economy and rural sociology and finally the economics of the population nutrition. Papers are published in English.