Social Media, an Entrepreneurial Opportunity for Agricultural Based Enterprises

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Social Media, an Entrepreneurial Opportunity for Agricultural Based Enterprises. / Morris, David; James, Wiliam.

In: Journal of Small Business and Enterprise Development, Vol. 24, No. 4, 20.11.2017, p. 1028-1045.

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Morris, D & James, W 2017, 'Social Media, an Entrepreneurial Opportunity for Agricultural Based Enterprises' Journal of Small Business and Enterprise Development, vol. 24, no. 4, pp. 1028-1045. https://doi.org/10.1108/JSBED-01-2017-0018

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Morris, David ; James, Wiliam. / Social Media, an Entrepreneurial Opportunity for Agricultural Based Enterprises. In: Journal of Small Business and Enterprise Development. 2017 ; Vol. 24, No. 4. pp. 1028-1045.

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@article{9cd1475f26fe4361a722ce9fcb341547,
title = "Social Media, an Entrepreneurial Opportunity for Agricultural Based Enterprises",
abstract = "PurposeThis study analyses the current use of social media in agriculture. The primary focus of the research is to understand the messages and compare social media adopters with non-adopters. The paper addresses wider questions of the use of social media to support on farm entrepreneurship and business and considers what barriers to take up exist within the industry. Design/ Methodology/ApproachThe paper adopts a case study approach utilising qualitative and quantitative methodology; combining survey data on Welsh farms and semi-structured interviews to gain a deeper understanding of social media use. The research is further informed by online documentary evidence gathered from agricultural Facebook pages and Twitter accounts. The discussion section develops a conceptual model that provides a novel perspective on social media usage in agriculture-based enterprises and discusses the potential for further uptake. FindingsThe paper identifies barriers to adoption of social media by agriculture-based enterprises. In conclusion, although there are barriers and objections to social media use, its mass influence provides opportunities to engage with stakeholders and develop more entrepreneurial activity. The risk aversion of some users prevents them from moving from the observational mode into one of engagement. Originality/ValueThis paper brings an insight into social media’s potential to assist agriculture-based enterprises in dealing with the tensions between pressures to improve core farming practice and other entrepreneurial activity. The paper raises important implications for policy approaches that might seek to promote a complementary approach to farm technology adoption and entrepreneurial stance.",
keywords = "Social Media, ENTREPRENEURSHIP, AGRICULTURE, Technology Adoption",
author = "David Morris and Wiliam James",
year = "2017",
month = "11",
day = "20",
doi = "10.1108/JSBED-01-2017-0018",
language = "English",
volume = "24",
pages = "1028--1045",
journal = "Journal of Small Business and Enterprise Development",
issn = "1462-6004",
publisher = "Emerald Group Publishing",
number = "4",

}

RIS (suitable for import to EndNote) - Download

TY - JOUR

T1 - Social Media, an Entrepreneurial Opportunity for Agricultural Based Enterprises

AU - Morris, David

AU - James, Wiliam

PY - 2017/11/20

Y1 - 2017/11/20

N2 - PurposeThis study analyses the current use of social media in agriculture. The primary focus of the research is to understand the messages and compare social media adopters with non-adopters. The paper addresses wider questions of the use of social media to support on farm entrepreneurship and business and considers what barriers to take up exist within the industry. Design/ Methodology/ApproachThe paper adopts a case study approach utilising qualitative and quantitative methodology; combining survey data on Welsh farms and semi-structured interviews to gain a deeper understanding of social media use. The research is further informed by online documentary evidence gathered from agricultural Facebook pages and Twitter accounts. The discussion section develops a conceptual model that provides a novel perspective on social media usage in agriculture-based enterprises and discusses the potential for further uptake. FindingsThe paper identifies barriers to adoption of social media by agriculture-based enterprises. In conclusion, although there are barriers and objections to social media use, its mass influence provides opportunities to engage with stakeholders and develop more entrepreneurial activity. The risk aversion of some users prevents them from moving from the observational mode into one of engagement. Originality/ValueThis paper brings an insight into social media’s potential to assist agriculture-based enterprises in dealing with the tensions between pressures to improve core farming practice and other entrepreneurial activity. The paper raises important implications for policy approaches that might seek to promote a complementary approach to farm technology adoption and entrepreneurial stance.

AB - PurposeThis study analyses the current use of social media in agriculture. The primary focus of the research is to understand the messages and compare social media adopters with non-adopters. The paper addresses wider questions of the use of social media to support on farm entrepreneurship and business and considers what barriers to take up exist within the industry. Design/ Methodology/ApproachThe paper adopts a case study approach utilising qualitative and quantitative methodology; combining survey data on Welsh farms and semi-structured interviews to gain a deeper understanding of social media use. The research is further informed by online documentary evidence gathered from agricultural Facebook pages and Twitter accounts. The discussion section develops a conceptual model that provides a novel perspective on social media usage in agriculture-based enterprises and discusses the potential for further uptake. FindingsThe paper identifies barriers to adoption of social media by agriculture-based enterprises. In conclusion, although there are barriers and objections to social media use, its mass influence provides opportunities to engage with stakeholders and develop more entrepreneurial activity. The risk aversion of some users prevents them from moving from the observational mode into one of engagement. Originality/ValueThis paper brings an insight into social media’s potential to assist agriculture-based enterprises in dealing with the tensions between pressures to improve core farming practice and other entrepreneurial activity. The paper raises important implications for policy approaches that might seek to promote a complementary approach to farm technology adoption and entrepreneurial stance.

KW - Social Media

KW - ENTREPRENEURSHIP

KW - AGRICULTURE

KW - Technology Adoption

U2 - 10.1108/JSBED-01-2017-0018

DO - 10.1108/JSBED-01-2017-0018

M3 - Article

VL - 24

SP - 1028

EP - 1045

JO - Journal of Small Business and Enterprise Development

JF - Journal of Small Business and Enterprise Development

SN - 1462-6004

IS - 4

ER -

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