In modern agriculture, social media offer a promising opportunity for the direct marketing of agricultural products. The present study examines the influence of social media on the success of agricultural direct marketers in Germany and identifies the conditions that promote or inhibit its use....

Human interaction mediated by social media introduced a different component to the supply and consumption of information: the tailoring of content to individuals via algorithmic curation. This personalization made possible by data profiling shapes the distribution and effects of false content. A...

In response to growing health and environmental concerns, consumer demand for organic foods has grown steadily. At the same time, social media influencers have a significant influence on consumer choices, especially in digitally connected communities. Against this backdrop, this study draws on...

The landscape of marketing is rapidly evolving as companies adapt to new societal dynamics and technological advancements. Guerrilla marketing, characterized by its unconventional, creative, and cost-effective tactics, has proven effective in capturing consumer attention. When integrated with...