Evaluating survey on the usage of social media in the Icelandic horse industry
Social media is an omnipresent part of today‘s life, inﬂuencing communication, interactions, opinions and business behaviour among users worldwide. This study seeks to examine the role of social media within the Icelandic horses niche community, investigating its impact on perceptions, behaviors, and buying decisions within this target group. Quantitative data on the subject was collected using a web-based survey, 603 partici- pants responses were collected and statistically analyzed. The sample was found to be predominantly female with most respondents being German or Icelandic. Findings suggest a high social media usage frequency, with Facebook and Instagram being the most popular platforms within the community. There was found to be a great desire for credible educational information regarding the Icelandic horse on social media. Particularly among frequent, female and younger users, social media was found to have an impact on individuals’ self- impression and behaviour, online as well as in real life settings with Icelandic horses. Social media appeared to frequently be utilized for business related purposes and networking, signiﬁcantly inﬂuencing consumer behaviour and sales patterns within the Icelandic horse industry. The results of this work can serve to deepen understanding of social media usage within the Icelandic horse industry, to evaluate a target audience and mea- ningful product placement on social media in connection with information, products, and service offerings, as well as Icelandic horses for sale. Future research could focus on further deepening the understanding of usage patterns in order to create a positive and informative online environment for Icelandic horse related content, highlighting horse welfare and authenticity. Keywords: Social media, Icelandic horses, Equestrian industry, Social niche marketing, Digital inﬂuence.
Hestafræði, Samfélagsmiðlar, Íslenski hesturinn, Hestaíþróttir, Markaðssetning, Equine science, Social media, Icelandic horses, Digital influence, Social niche marketing
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