Digital and traditional media advertising and business performance of agribusiness firms - Empirical evidence in Japan
Can digital media advertising strategies benefit agribusiness farms? This study addresses this issue by investigating the extent to which digital and traditional media advertising strategies affect agribusiness performance and the underlying factors associated with agribusiness farms' adoption...
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| Format: | Article |
| Language: | English |
| Published: |
Czech Academy of Agricultural Sciences
2021-02-01
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| Series: | Agricultural Economics (AGRICECON) |
| Subjects: | |
| Online Access: | https://agricecon.agriculturejournals.cz/artkey/age-202102-0002_digital-and-traditional-media-advertising-and-business-performance-of-agribusiness-firms-empirical-evidence-i.php |
| _version_ | 1828009310414700544 |
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| author | Yessica C.Y. Chung Hung-Hao Chang Yukinobu Kitamura |
| author_facet | Yessica C.Y. Chung Hung-Hao Chang Yukinobu Kitamura |
| author_sort | Yessica C.Y. Chung |
| collection | DOAJ |
| description | Can digital media advertising strategies benefit agribusiness farms? This study addresses this issue by investigating the extent to which digital and traditional media advertising strategies affect agribusiness performance and the underlying factors associated with agribusiness farms' adoption decisions. We estimate a non-linear simultaneous equation system and use a population-based survey data of agricultural processing farms in Japan. We find that female and younger farm operators', as well as incorporated agribusiness farms, are more likely to adopt digital media advertising. The sales value of digital media advertising users is higher by 51% than that of non-users. Moreover, the effect of digital advertising is not equally distributed among farms. Family farms and farms located in rural areas benefit more from the adoption of digital media advertising. |
| first_indexed | 2024-04-10T08:36:47Z |
| format | Article |
| id | doaj.art-350810f814cc4469b6abc3a3f3964602 |
| institution | Directory Open Access Journal |
| issn | 0139-570X 1805-9295 |
| language | English |
| last_indexed | 2024-04-10T08:36:47Z |
| publishDate | 2021-02-01 |
| publisher | Czech Academy of Agricultural Sciences |
| record_format | Article |
| series | Agricultural Economics (AGRICECON) |
| spelling | doaj.art-350810f814cc4469b6abc3a3f39646022023-02-23T03:25:31ZengCzech Academy of Agricultural SciencesAgricultural Economics (AGRICECON)0139-570X1805-92952021-02-01672515910.17221/393/2020-AGRICECONage-202102-0002Digital and traditional media advertising and business performance of agribusiness firms - Empirical evidence in JapanYessica C.Y. Chung0Hung-Hao Chang1Yukinobu Kitamura2Department of Agribusiness Management, National Pingtung University of Science and Technology, Pingtung, TaiwanDepartment of Agricultural Economics, National Taiwan University, Taipei, TaiwanInstitute of Economic Research, Hitotsubashi University, Tokyo, JapanCan digital media advertising strategies benefit agribusiness farms? This study addresses this issue by investigating the extent to which digital and traditional media advertising strategies affect agribusiness performance and the underlying factors associated with agribusiness farms' adoption decisions. We estimate a non-linear simultaneous equation system and use a population-based survey data of agricultural processing farms in Japan. We find that female and younger farm operators', as well as incorporated agribusiness farms, are more likely to adopt digital media advertising. The sales value of digital media advertising users is higher by 51% than that of non-users. Moreover, the effect of digital advertising is not equally distributed among farms. Family farms and farms located in rural areas benefit more from the adoption of digital media advertising.https://agricecon.agriculturejournals.cz/artkey/age-202102-0002_digital-and-traditional-media-advertising-and-business-performance-of-agribusiness-firms-empirical-evidence-i.phpadvertising strategyagricultural processing farmdigital technologyjapanese farm |
| spellingShingle | Yessica C.Y. Chung Hung-Hao Chang Yukinobu Kitamura Digital and traditional media advertising and business performance of agribusiness firms - Empirical evidence in Japan Agricultural Economics (AGRICECON) advertising strategy agricultural processing farm digital technology japanese farm |
| title | Digital and traditional media advertising and business performance of agribusiness firms - Empirical evidence in Japan |
| title_full | Digital and traditional media advertising and business performance of agribusiness firms - Empirical evidence in Japan |
| title_fullStr | Digital and traditional media advertising and business performance of agribusiness firms - Empirical evidence in Japan |
| title_full_unstemmed | Digital and traditional media advertising and business performance of agribusiness firms - Empirical evidence in Japan |
| title_short | Digital and traditional media advertising and business performance of agribusiness firms - Empirical evidence in Japan |
| title_sort | digital and traditional media advertising and business performance of agribusiness firms empirical evidence in japan |
| topic | advertising strategy agricultural processing farm digital technology japanese farm |
| url | https://agricecon.agriculturejournals.cz/artkey/age-202102-0002_digital-and-traditional-media-advertising-and-business-performance-of-agribusiness-firms-empirical-evidence-i.php |
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