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

Javier Romero and Ayelèn Leiva
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Javier Romero: Universidad Siglo 21, Argentina
Ayelèn Leiva: Universidad Siglo 21, Argentina

Netnography, 2024, vol. 2, 80-80

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
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Persistent link: https://EconPapers.repec.org/RePEc:dbk:netnog:2024v2a80

DOI: 10.62486/net202480

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