Naslov
Influence of virtual communities on customer perception in agriculture

Autori
Gregurec, Iva ; Tomičić-Pupek, Katarina ; Bartolec, Tin

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of 56th Croatian and 16th International symposium on Agriculture / Rozman, Vlatka ; Antunović, Zvonko - Osijek : Fakultet agrobiotehničkih znanosti Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2021, 188-192

Skup
56. hrvatski i 16. međunarodni simpozij agronoma

Mjesto i datum
Vodice, Hrvatska, 05.09.2021. - 10.09.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA