Ethel Claffey

Waterford Institute of Technology | WIT · Department of Management & Organisation

Precision agriculture or smart farming brings the promise of significantly more efficient systems which lay a substantial foundation for the EU Green Deal in terms of carbon footprint reduction, sustainability, and increased productivity coupled with energy efficiency. However, deployment of technological solutions that enable this new era of agric...

Purpose This paper aims to investigate how actors in the farmer’s network influence the adoption of smart farming technology (SFT) and to understand how social media affects this adoption process, in particular focusing on the influence of social media on trust in knowledge dissemination within the network. Design/methodology/approach The methodol...

The digital transformation in agriculture introduces new challenges in terms of data, knowledge and technology adoption due to critical interoperability issues, and also challenges regarding the identification of the most suitable data sources to be exploited and the information models that must be used. DEMETER (Building an Interoperable, Data-Dri...

Emergent perspectives in marketing highlight new opportunities for leveraging social media as a means to build customer–firm relationships through consumer engagement. Drawing from cognitive appraisal theory and aspects of the service dominant logic, this study delineates and empirically tests hypotheses regarding the effects of key components of c...

CA-MSNs are more intelligent and user-friendly than conventional online or mobile social networks. We first classify CA-MSNs into four categories, and divide their life cycle into four phases: discovery, connection, interaction, and organization. We then introduce personal and community context, and discuss the corresponding taxonomy. Subsequently,...

In recent years, global connectivity and new methods of communicating and exchanging information that build on the foundations of Web 2.0, have offered firms and consumers new opportunities to engage with each other. The virtual environment also presents challenges for marketers, particularly in relation to learning how to operate within the result...