Master of Science, The Ohio State University, 2022, 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 (open full item for complete abstract)
Committee: Emily Buck (Advisor); Joy Rumble (Committee Member)
Subjects: Agricultural Education; Agriculture; Animal Sciences; Animals; Communication; Curriculum Development; Education; Journalism; Marketing; Mass Communications; Web Studies