Forest Products Industry in a Digital Age: A Look at E-Commerce and Social Media

Montague, Iris; Gazal, Kathryn; Wiedenbeck, Janice K.; Shepherd, Jean-Gabriel

doi:10.13073/fpj-d-14-00104

Cited by 17 publications

(8 citation statements)

References 14 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Chaffey (2016) found that the social media networking of the furniture manufacturers has a large influence on the purchasing behavior of consumers, so increasing efforts must be made to effectively build social-media marketing capacity for the furniture manufacturers. Other studies on social media have found similar results when examining the most popular social media platforms in the United States (Montague et al 2016). According to Chaffey (2016), social media networks are so well established that there is now a "top 5" list of social networks that remain popular year after year.…”

Section: Part Iii: Application Of Social Media Marketing Toolsmentioning

confidence: 64%

Digital marketing during the COVID-19 pandemic: A case study of its adoption by furniture manufacturers in Malaysia

Ratnasingam

Jegathesan

Latib

et al. 2021

BioRes

View full text Add to dashboard Cite

Contemporary furniture marketing platforms that are based on furniture exhibitions, retail malls, and galleries were severely disrupted by the global COVID-19 pandemic. Therefore, this study was conducted to evaluate the extent to which digital marketing tools were adopted by furniture manufacturers in Malaysia. The effectiveness of digital marketing tools was assessed as an alternative furniture marketing medium by means of a questionnaire distributed to various furniture suppliers. The results of the questionnaire indicated that the onset on the COVID-19 pandemic accelerated the adoption of digital marketing among furniture manufacturers of all sizes. Larger manufacturers had the financial means to make greater investments into digital marketing to utilize it compared to the small and medium-sized enterprises (SMEs). Digital marketing by website, email, and social media were the most common mediums used by furniture manufacturers. As for social media applications, Facebook, Twitter, and Instagram were the common platforms used by furniture manufacturers. Although some furniture manufacturers were familiar with digital marketing, many were not using it effectively due to a lack of skilled workers with the ability to manage such digital marketing tools. Limited financial capital, especially among the SMEs, also made it difficult to enable the adoption of digital marketing.

show abstract

Section: Part Iii: Application Of Social Media Marketing Toolsmentioning

confidence: 64%

Digital marketing during the COVID-19 pandemic: A case study of its adoption by furniture manufacturers in Malaysia

Ratnasingam

Jegathesan

Latib

et al. 2021

BioRes

View full text Add to dashboard Cite

show abstract

“…So, a company should identify its industry feature first when managing the Twitter account. media to social media (Montague, Gazal, Wiedenbeck, & Shepherd, 2016), due to the lower cost and diverse presentation forms for marketing contents (Momany & Alshboul, 2016). Twitter, by virtue of its 68 million monthly active users in the United States (Twitter, 2018), is currently employed by numerous companies as their marketing channel in America (Momany & Alshboul, 2016).…”

Section: Public Interest Statementmentioning

confidence: 99%

Analysis of Tweet Form’s effect on users’ engagement on Twitter

Han

Shuai³

2019

Cogent Business & Management

View full text Add to dashboard Cite

This research focuses on the effects on users' engagement of different tweet forms including text length, text sentiment and the usage of hashtag, mention, video or picture URL. In the first part, we analyze the tweets of five companies from the apparel industry and finds out that there is no universal form that can boost user's engagement, but in company scale, the effects of different forms between companies are various due to company attributes. Hence, in our second research, we expand the dataset and analyze the formats of tweets from 70 brands focusing on the attribute of the industry section. The conclusion shows that industries such as luxury and hardware technology are more digital sensitive and benefit more using more hashtag and video or picture URL while industry such as software industry is more digital insensitive. The result could provide evidence and guidance for different categories of companies to design tweets with high customer engagements and serve as a reference for enterprises on other media platforms.

show abstract

“…Recently, the social‐media marketing topic began gaining some interest in the agricultural science literature. Studies conducted within this field indicated general positive attitude toward the usefulness of social‐media marketing and its impact on firm operations (Montague, Gazal, Wiedenbeck, & Shepherd, ; Topp, Stebner, Barkman, & Baker, ). Looking at consumers’ generated content on social platforms, Liu and Rui () concluded that social media had a positive influence on the demand for carbonated soft drinks.…”

Section: Related Literaturementioning

confidence: 99%

The use of new‐media marketing in the green industry: Analysis of social media use and impact on sales

et al. 2018

View full text Add to dashboard Cite

During the recession, the decline in home value and home ownership reduced the demand for ornamental plants, lawn and garden products, and related services, which resulted in significantly negative effect on the green industry revenues.Postrecession consolidation in the United States green industry has forced smaller firms to re-evaluate their marketing strategies. New-media marketing has gained attention as a relatively low-cost and high-exposure marketing strategy. This paper utilizes binary logit and interval censored regression to examine the use and the impact of social-media marketing in the green industry. The analysis was based on primary data from a survey of US nurseries and garden centers. The findings reveal that the daily use of social-media marketing is largely driven by the network effect and the managers' attitudes. They also indicate that the small-sized firms receive higher returns from social media use in terms of increased sales compared with larger firms. K E Y W O R D S green industry, horticulture, social-media marketing, technology adoption J E L M31, O33, Q13 Agribusiness. 2019;35:281-297.wileyonlinelibrary.com/journal/agr

show abstract

Forest Products Industry in a Digital Age: A Look at E-Commerce and Social Media

Cited by 17 publications

References 14 publications

Digital marketing during the COVID-19 pandemic: A case study of its adoption by furniture manufacturers in Malaysia

Digital marketing during the COVID-19 pandemic: A case study of its adoption by furniture manufacturers in Malaysia

Analysis of Tweet Form’s effect on users’ engagement on Twitter

The use of new‐media marketing in the green industry: Analysis of social media use and impact on sales

Contact Info

Product

Resources

About