The world of the use of network marketing and influencer marketing in companies selling agricultural implements

Javier Romero and Ayelèn Leiva

SAP Netnography, 2024

Abstract: This final degree project, aims to analyze the valuation and motivating causes of the uses of social media marketing and the influence marketing by companies dedicated to the sale of agriculture implements.In the first stage, a bibliographical review and relevant background information related to the mentioned case was carried out. Followed by three investigations: two of them are exploratory focused on the representatives of selected Argentinian brands and the profile analysis of agroinfluencers; and the third, is a descriptive quantitative research aimed at 384 individuals who follow the companies accounts under analysis.Among the outstanding results, it was obtained that 100% of the analyzed companies have a social media strategy, which is not coincident with the use of an influencers strategy since it is only being adopted by multinational companies but not by national ones. Likewise, it was observed that 34% of the target audience does not follow agroinfluencers accounts.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://southam.pub/journals/files/net/net202480en.pdf (application/pdf)
https://southam.pub/journals/files/net/net202480es.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cwf:netart:net202480

DOI: 10.62486/net202480

Access Statistics for this article

More articles in SAP Netnography from South American Publishing
Bibliographic data for series maintained by South American Publishing Journals Manager ().