Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the Green Industry
As more individuals use the Internet for business and leisure, the opportunities for firms to promote products and services and to communicate with consumers online increases. The objective of this study was to investigate green industry managerial decisions to engage in online advertising and how m...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
American Society for Horticultural Science (ASHS)
2019-04-01
|
| Series: | HortTechnology |
| Subjects: | |
| Online Access: | https://journals.ashs.org/horttech/view/journals/horttech/29/3/article-p374.xml |
| _version_ | 1811292060101115904 |
|---|---|
| author | Ariana P. Torres Susan S. Barton Bridget K. Behe |
| author_facet | Ariana P. Torres Susan S. Barton Bridget K. Behe |
| author_sort | Ariana P. Torres |
| collection | DOAJ |
| description | As more individuals use the Internet for business and leisure, the opportunities for firms to promote products and services and to communicate with consumers online increases. The objective of this study was to investigate green industry managerial decisions to engage in online advertising and how much to invest while determining the main drivers contributing to these decisions. A double-hurdle model analyses of 1735 responses to the 2014 National Green Industry Survey, which gathered information on business practices, showed >40% of green industry business invested in online advertising. Typically, businesses investing in online advertising spent more than 43% of all advertising expenditures in online methods, including websites, social media, and newsletters. Furthermore, the decision to engage in online advertising was driven by the percentage of wholesale and contract sales, market access, firm size, product mix, and business owners’ perceptions. Results also showed that the amount of dollars invested in online advertising depended on firm size, tools used to find customers, location, and business owners’ perceptions. Our findings can help extension personnel and policymakers with the design and deliver social media training and educational events. Our findings can also help green industry businesses understand the two-step nature of the decision to invest in online advertising. |
| first_indexed | 2024-04-13T04:39:45Z |
| format | Article |
| id | doaj.art-8ee21ff77f6d4f36b883b1a12557a843 |
| institution | Directory Open Access Journal |
| issn | 1943-7714 |
| language | English |
| last_indexed | 2024-04-13T04:39:45Z |
| publishDate | 2019-04-01 |
| publisher | American Society for Horticultural Science (ASHS) |
| record_format | Article |
| series | HortTechnology |
| spelling | doaj.art-8ee21ff77f6d4f36b883b1a12557a8432022-12-22T03:02:02ZengAmerican Society for Horticultural Science (ASHS)HortTechnology1943-77142019-04-01293374381https://doi.org/10.21273/HORTTECH04274-19Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the Green IndustryAriana P. TorresSusan S. BartonBridget K. Behe As more individuals use the Internet for business and leisure, the opportunities for firms to promote products and services and to communicate with consumers online increases. The objective of this study was to investigate green industry managerial decisions to engage in online advertising and how much to invest while determining the main drivers contributing to these decisions. A double-hurdle model analyses of 1735 responses to the 2014 National Green Industry Survey, which gathered information on business practices, showed >40% of green industry business invested in online advertising. Typically, businesses investing in online advertising spent more than 43% of all advertising expenditures in online methods, including websites, social media, and newsletters. Furthermore, the decision to engage in online advertising was driven by the percentage of wholesale and contract sales, market access, firm size, product mix, and business owners’ perceptions. Results also showed that the amount of dollars invested in online advertising depended on firm size, tools used to find customers, location, and business owners’ perceptions. Our findings can help extension personnel and policymakers with the design and deliver social media training and educational events. Our findings can also help green industry businesses understand the two-step nature of the decision to invest in online advertising.https://journals.ashs.org/horttech/view/journals/horttech/29/3/article-p374.xmlinternetonline marketingsocial mediawebsite |
| spellingShingle | Ariana P. Torres Susan S. Barton Bridget K. Behe Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the Green Industry HortTechnology internet online marketing social media website |
| title | Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the Green Industry |
| title_full | Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the Green Industry |
| title_fullStr | Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the Green Industry |
| title_full_unstemmed | Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the Green Industry |
| title_short | Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the Green Industry |
| title_sort | evaluating the business and owner characteristics influencing the adoption of online advertising strategies in the green industry |
| topic | internet online marketing social media website |
| url | https://journals.ashs.org/horttech/view/journals/horttech/29/3/article-p374.xml |
| work_keys_str_mv | AT arianaptorres evaluatingthebusinessandownercharacteristicsinfluencingtheadoptionofonlineadvertisingstrategiesinthegreenindustry AT susansbarton evaluatingthebusinessandownercharacteristicsinfluencingtheadoptionofonlineadvertisingstrategiesinthegreenindustry AT bridgetkbehe evaluatingthebusinessandownercharacteristicsinfluencingtheadoptionofonlineadvertisingstrategiesinthegreenindustry |