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Horticulturae 2018, 4(4), 32; https://doi.org/10.3390/horticulturae4040032

Trends in the Use of New-Media Marketing in U.S. Ornamental Horticulture Industries

1
Department of Applied Economics, University of Minnesota, 1994 Buford Ave., St. Paul, MN 55108, USA
2
Department of Horticulture and Natural Resources, Kansas State University 1712 Claflin Rd., Manhattan, KS 66506, USA
3
Department of Communications and Agricultural Education, Kansas State University, 1612 Claflin Rd., Manhattan, KS 66506, USA
4
Department of Agricultural Economics, Kansas State University, 1603 Old Claflin Place, Manhattan, KS 66506, USA
*
Author to whom correspondence should be addressed.
Received: 31 July 2018 / Revised: 9 September 2018 / Accepted: 10 October 2018 / Published: 13 October 2018
(This article belongs to the Special Issue Marketing Strategies of Horticultural Production Chain)
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Abstract

Ornamental horticulture businesses in the United States (U.S.) face challenges to stay economically viable, particularly in rural areas. Marketing with new-media tools (e.g., websites, HTML newsletters, social media, and blogs) has the potential to increase sales over traditional methods of advertising. A survey was conducted to gauge the extent of the use of new-media marketing by ornamental horticulture businesses across the U.S. Responses from 161 businesses showed that marketing practices varied widely across business size in terms of expenses and the labor hours allocated. A majority of the sample (89%) were involved in new-media marketing, and all new-media users made use of at least one new-media tool. Facebook was used by more than 90% of new-media users, followed by the business’ own website, which was used by 82% of respondents. Respondents’ perception of how various new-media marketing tools affected sales followed the extent of use, in general. View Full-Text
Keywords: ornamental horticulture businesses; nurseries; garden centers; landscape businesses; social media; marketing costs ornamental horticulture businesses; nurseries; garden centers; landscape businesses; social media; marketing costs
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Peterson, H.H.; Boyer, C.R.; Baker, L.M.; Yao, B.H. Trends in the Use of New-Media Marketing in U.S. Ornamental Horticulture Industries. Horticulturae 2018, 4, 32.

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