engleski

Influence of virtual communities on customer perception in agriculture

Many industries, businesses and their processes of sales are undergoing a paradigm shift affected by digital technologies. Due to opportunities provided by social platforms the presence of companies in virtual communities increases. Virtual communities represent an inevitable marketing tool, which offers enormous potential for companies’ promotion. The application new digital technologies in promotion activities in agriculture helps shaping customer's perception of a product or service and supports sustainability. This paper provides a brief overview of virtual communities and gives a conceptual proposal of influence elements around customer perception in agricultural trade.

customer perception ; digital marketing ; virtual communities ; social platforms ; agriculture

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