Generic advertising is commonly used to market agricultural products by groups of producers to increase the overall demand. With the popularity of social media, a cheaper and convenient alternative platform has been created for generic advertising. Despite social media advertising gaining success in some areas, little is known about whether this success can be duplicated to agricultural products. Questions also remain about potential benefits to producers when multiple organizations conduct generic advertising for the same or similar products. This study investigates the own and spillover effect of duo-regional generic advertising of two grower organizations' (Florida and California) social media on consumer preference for fresh produce with different origins. Overall, a significant increase in willingness-to-pay is found for the products being promoted by social media, indicating a strong own effect of duo-regional generic advertising. A substantial spillover effect of generic advertising is also found for social media conducted by California and Florida on domestic and imported products, correspondingly. Mexico receives a free-rider benefit from the generic advertising provided by Florida social media. The results shed light on the industries that try to promote food products using social media and inform policy decisions on how to utilize generic advertising better to expand the market. [EconLit Citations: D10, D12].

中文翻译：

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社交媒体双区域通用广告对消费者偏好的影响

通用广告通常用于生产者群体推销农产品以增加整体需求。随着社交媒体的普及，为通用广告创建了一个更便宜、更方便的替代平台。尽管社交媒体广告在某些领域取得了成功，但对于这种成功是否可以复制到农产品上却知之甚少。当多个组织为相同或类似产品进行通用广告时，对于生产商的潜在利益也存在疑问。本研究调查了两个种植者组织（佛罗里达和加利福尼亚）社交媒体的双区域通用广告对消费者对不同来源新鲜农产品的偏好的自身和溢出效应。全面的，社交媒体推广的产品的支付意愿显着增加，表明双区域通用广告的强大自身效应。相应地，加利福尼亚州和佛罗里达州对国内和进口产品的社交媒体也发现了通用广告的实质性溢出效应。墨西哥从佛罗里达社交媒体提供的通用广告中获得了搭便车的好处。结果揭示了试图使用社交媒体推广食品的行业，并为如何更好地利用通用广告扩大市场的政策决策提供信息。[EconLit 引文：D10，D12]。相应地，加利福尼亚州和佛罗里达州对国内和进口产品的社交媒体也发现了通用广告的实质性溢出效应。墨西哥从佛罗里达社交媒体提供的通用广告中获得了搭便车的好处。结果揭示了试图使用社交媒体推广食品的行业，并为如何更好地利用通用广告扩大市场的政策决策提供信息。[EconLit 引文：D10，D12]。相应地，加利福尼亚州和佛罗里达州对国内和进口产品的社交媒体也发现了通用广告的实质性溢出效应。墨西哥从佛罗里达社交媒体提供的通用广告中获得了搭便车的好处。结果揭示了试图使用社交媒体推广食品的行业，并为如何更好地利用通用广告扩大市场的政策决策提供信息。[EconLit 引文：D10，D12]。