Flower power: testing social media advertising strategies for floral products

Rachel Corry, University of GeorgiaFollow
William R. Taylor, University of GeorgiaFollow
Jessica Holt, University of GeorgiaFollow
Hailey Bittles, University of GeorgiaFollow
Benjamin L. Campbell, University of Georgia, College of Agricultural and Environmental Sciences, Department of Agricultural and Applied EconomicsFollow
Julie Campbell, University of GeorgiaFollow

Abstract

Social media and the internet have impacted how companies and organizations advertise to consumers. Digital advertising has created the opportunity to engage with consumers, target specific groups, and capture metrics of use to help build effective advertising strategies. The floral industry is a large sector within the agricultural arena, which is primed to engage with young consumers. This research examined the effectiveness of utilizing static and animated social media advertisements to increase consumers’ intention to purchase floral products. Using an online survey and an experimental design, this study examined 8,488 respondents’ intention to purchase floral products after viewing static and animated social media advertisements. This study identified respondents’ attitudes, social norms, age, and internet use to be significant predictors in their intent to purchase floral products. Recommendations from a theoretical and applied perspective are discussed within relation to the study’s findings to advance strategic advertising in the floral industry.

Recommended Citation

Corry, Rachel; Taylor, William R.; Holt, Jessica; Bittles, Hailey; Campbell, Benjamin L.; and Campbell, Julie (2023) "Flower power: testing social media advertising strategies for floral products," Journal of Applied Communications: Vol. 107: Iss. 3. https://doi.org/10.4148/1051-0834.2485