| The Internet has evolved into a resource recognized by businesses and consumers as an effective means of marketing products and services. The rate at which businesses adopt online innovations, such as websites and social media varies based on factors such as comfort level and interest, and can be linked to Rogers' Diffusion of Innovation theory. This study investigates the extent to which horseback riding stables in New York State utilize websites, Facebook, and Twitter to market and promote equine services to consumers. General usage numbers are significantly higher than the 30% Internet use by farm businesses, which is likely a reflection of the increasing desire for riding stable consumers to receive information over the Internet. |
