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An examination of social media marketing strategies by Ohio show livestock producers and how they influence business

Kinion, Charles Kane
http://rave.ohiolink.edu/etdc/view?acc_num=osu1650567716810367

Abstract Details

2022, Master of Science, Ohio State University, Agricultural and Extension Education.
To address the phenomena of social media marketing of show livestock in Ohio, researchers must understand the elements of social media marketing materials being produced by show livestock producers. This provides researchers with the ability to inform future research of social media marketing within agriculture. Upon examination, it was determined that producers rely heavily on photographs, videos, and graphics (advertisements, flyers, catalogs, etc.). Accordingly, four elements of photography, four elements of videography, and three elements of graphic design were chosen by researchers gain a better understanding of the quality of materials being produced by show livestock producers. This study integrated the use of the Importance-Performance Analysis model to assess the quality of the materials being produced, and the importance the producers put on their elements. The strategies that were identified for this research are the following: the elements investigated for the use of photographs or videos in the posts were (1) exposure (lighting), (2) angle, (3) rule of thirds, (4) quality. If a graphic is included in social media post, the attributes being investigated are (1) type, (2) color, and (3) arrangement. Findings from this study showed that while performance of following the rule of thirds and professional appearance of photographs was high, it was not something that was particularly important to them. Conversely, importance of professionally appearing videos was of high importance, but none of the participants had videos that appeared to be professionally produced. Following the rule of thirds in videos fell into low importance and low performance. Thus, rule of thirds in video may not be an area that producers should focus on at this time. All the other elements of videography and photography fell into the keep up the good work quadrant for the importance-performance analysis. Lastly, all the elements of graphic design fell into the keep up the good work quadrant for the importance-performance analysis. However, this is partially due to the fact that all producers in this study either hired someone to design their graphics or have a spouse that is a graphic designer. Some recommendations from this research is for producers to consult a communications professional to perform a communications audit for them, with this information, the producers can better understand what they need to improve for their social media marketing. For future research, researchers can deepen the understanding surrounding social media marketing in agriculture by replicating this study on a broader scale with a larger sample of the livestock producer population. Overall, producers are performing at a comfortable level, but with a few improvements, they could increase their online presence and overall effectiveness of their social media marketing strategies.
Emily Buck (Advisor)
Joy Rumble (Committee Member)
134 p.
Agricultural Education; Agriculture; Animal Sciences; Animals; Communication; Curriculum Development; Education; Journalism; Marketing; Mass Communications; Web Studies
Social Media Marketing; SMM; livestock producers, livestock, show livestock, photography, videography, graphic design, fairs, livestock shows, importance-performance analysis, IPA, rule of thirds, proper exposure, unique angles, typeface, contrasting colors, arrangement, sheep, goats, cattle, pigs, agriculture, agricultural communication

Recommended Citations

Citations

  • Kinion, C. K. (2022). An examination of social media marketing strategies by Ohio show livestock producers and how they influence business [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1650567716810367

    APA Style (7th edition)

  • Kinion, Charles. An examination of social media marketing strategies by Ohio show livestock producers and how they influence business. 2022. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1650567716810367.

    MLA Style (8th edition)

  • Kinion, Charles. "An examination of social media marketing strategies by Ohio show livestock producers and how they influence business." Master's thesis, Ohio State University, 2022. http://rave.ohiolink.edu/etdc/view?acc_num=osu1650567716810367

    Chicago Manual of Style (17th edition)

osu1650567716810367
442
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