Relationship marketing: A qualitative case study of new-media marketing use by Kansas garden centers

Scott Stebner; Cheryl R. Boyer; Lauri M. Baker; Hikaru H. Peterson

doi:10.3390/horticulturae3010026

Relationship marketing: A qualitative case study of new-media marketing use by Kansas garden centers

Scott Stebner, Cheryl R. Boyer, Lauri M. Baker, Hikaru H. Peterson

Applied Economics

Research output: Contribution to journal › Article › peer-review

3 Scopus citations

Abstract

A primary factor limiting the expansion of many Kansas garden centers is marketing. Most of these businesses spend the majority of advertising dollars on traditional media (newspaper, radio, etc.). However, new-media tools such as social-media can be an effective method for developing profitable relationships with customers. The purpose of this qualitative study was to explore the perceptions and experiences of garden center stakeholders as they use new-media to market their businesses. Grunig’s Excellency Theory served as the theoretical framework for this study. Results indicate garden center operators prefer to use traditional media channels to market to their customers and asynchronously communicate with their target audiences. Stakeholders often have inaccurate or conflicting views of traditional media and new-media in regard to advertising and tend to approach new-media marketing from a public information or asynchronous viewpoint.

Original language	English (US)
Article number	26
Journal	Horticulturae
Volume	3
Issue number	1
DOIs	https://doi.org/10.3390/horticulturae3010026
State	Published - Mar 2017

Bibliographical note

Funding Information:
Acknowledgments: This research was supported by the United States Department of Agriculture—Agricultural Marketing Service—Federal State Marketing Improvement Program (number 11402984), James L. Whitten Building 1400 Independence Ave., S.W. Washington, DC 20250, USA. Contribution no. 17-198-J from the Kansas Agricultural Experiment Station. The authors wish to thank Janis Crow (Department of Marketing, Kansas State University, Manhattan, KS, USA) for her guidance and contribution to the graduate committee.

Funding Information:
This research was supported by the United States Department of Agriculture?Agricultural Marketing Service?Federal State Marketing Improvement Program (number 11402984), James L. Whitten Building 1400 Independence Ave., S.W. Washington, DC 20250, USA. Contribution no. 17-198-J from the Kansas Agricultural Experiment Station. The authors wish to thank Janis Crow (Department of Marketing, Kansas State University, Manhattan, KS, USA) for her guidance and contribution to the graduate committee.

Publisher Copyright:
© 2017 by the authors.

Keywords

Garden center
Green industry
Landscape
Marketing
New-media marketing
Nursery
Qualitative
Relationship marketing
Social-media marketing

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title = "Relationship marketing: A qualitative case study of new-media marketing use by Kansas garden centers",

abstract = "A primary factor limiting the expansion of many Kansas garden centers is marketing. Most of these businesses spend the majority of advertising dollars on traditional media (newspaper, radio, etc.). However, new-media tools such as social-media can be an effective method for developing profitable relationships with customers. The purpose of this qualitative study was to explore the perceptions and experiences of garden center stakeholders as they use new-media to market their businesses. Grunig{\textquoteright}s Excellency Theory served as the theoretical framework for this study. Results indicate garden center operators prefer to use traditional media channels to market to their customers and asynchronously communicate with their target audiences. Stakeholders often have inaccurate or conflicting views of traditional media and new-media in regard to advertising and tend to approach new-media marketing from a public information or asynchronous viewpoint.",

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Relationship marketing: A qualitative case study of new-media marketing use by Kansas garden centers

Abstract

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Keywords

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