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Li-Chun Huang

Social media marketing is a marketing approach by which products or brands are promoted or sold using a social media platform, such as Facebook, YouTube, Instagram, etc. ( Akar and Topçu, 2011 ; Drury, 2008 ). Many florists have been selling

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Susan S. Barton and Bridget K. Behe

two or more social media sites ( Duggan et al., 2015 ). Technology from an advertising and promotion standpoint can include webpages, online newsletters, blogs, quick response codes on products, and a wide variety of social media. In the Paid Social

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Li-Chun Huang and Li-Chun Chen

modern Internet era has become crucial for these businesses. Characterized by a large user population, low cost, and ease of use, social media have become that substitute and have been increasingly adopted by florists for marketing their products

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Bryn Takle, Cynthia Haynes and Denny Schrock

education have been cited as reasons for not continuing with the program ( Meyer, 2004 ). Coordinating horticultural education with the interests of volunteers is important in increasing retention. Social media is becoming another avenue for communication

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Ariana P. Torres, Susan S. Barton and Bridget K. Behe

American adults used the Internet; more than half of them were using two or more social media sites ( Duggan et al., 2015 ). Nearly two-thirds of American adults use social media ( Perrin, 2015 ). The Neilson Co. (2013) reported social networks and blogs

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Elizabeth T. Barton, Emily A. Barton, Susan Barton, Cheryl R. Boyer, Jim Brosnan, Paul Hill, Jared Hoyle, Judson Reid, Jamie Seger and Eric Stafne

audiences in distance education; 3) informally engage extension audiences via social media; and 4) specifically target the millennial generation—a group notoriously difficult to reach with extension programming. Within our discussion of engagement via social

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Elisa Solis-Toapanta, Andrei Kirilenko and Celina Gómez

New media marketing via social media provides tremendous opportunities for the green industry to engage with customers ( Peterson et al., 2018 ; Torres et al., 2019 ). Likewise, agricultural outreach efforts are increasingly relying on social media

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Ellen M. Bauske, Gary R. Bachman, Lucy Bradley, Karen Jeannette, Alison Stoven O’Connor and Pamela J. Bennett

stores, nurseries, blogs, etc. Eccentric information and sales pitches are as readily available as research-based information. Clientele may be confused by conflicting information. The use of social media has proven effective for many communicators, but

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Jane Kahia, Peter Kanze Sallah, Lucien Diby, Christophe Kouame, Margaret Kirika, Simeon Niyitegeka and Theodore Asiimwe

Skoog media (1962) and incubated in a growth room maintained at 25 °C and 16 h photoperiod for 2 months. Explants (hypocotyls, leaves, and roots) harvested from the in vitro germinated plants using a sterile surgical blade and cut into 1 cm 2 leaf

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Angelo Signore, Francesco Serio and Pietro Santamaria

encourages the development of interaction through social media. A striking example of use of social media as a communication tool for projects recently appeared on the Life+ website ( EC, 2012 ). “A European campaign must provide local examples for