Farmers Markets Marketing Strategies in the Digital Era in the USA
Jean Dominique Gumirakiza and
Clarissa Mackey
Journal of Agricultural Science, 2024, vol. 17, issue 1, 27
Abstract:
The COVID-19 pandemic significantly disrupted agribusiness operations nationwide. This study analyzed text data from the websites of 200 farmers markets across the United States using a “Text Mining Analytics” approach. We created word clouds to examine three key aspects of farmers markets- (i) digital marketing strategies adopted in response to the pandemic, (ii) popular products sold, and (iii) market operating days and times. Our findings revealed a notable increase in online presence and identify effective digital promotional strategies, such as the use of Facebook, websites, Instagram, Twitter (now X), and blogs. Additionally, we highlighted the most popular products available at farmers markets, including tomatoes, baked goods, peppers, apples, plants, and lettuce. Furthermore, we found that Wednesdays, Thursdays, Saturdays, and Sundays are favored operating days. This research offers valuable insights for policymakers, market managers, and vendors, aiding them in making informed decisions.
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:
Downloads: (external link)
https://ccsenet.org/journal/index.php/jas/article/download/0/0/51070/55398 (application/pdf)
https://ccsenet.org/journal/index.php/jas/article/view/0/51070 (text/html)
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:ibn:jasjnl:v:17:y:2024:i:1:p:27
Access Statistics for this article
More articles in Journal of Agricultural Science from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().