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Agri-food companies in the social media: a comparison of organic and non-organic firms

Economic research - Ekonomska istraživanja, 2019-01, Vol.32 (1), p.321-334

2019 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group 2019 ;2019 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This work is licensed under the Creative Commons Attribution License http://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 1331-677X ;EISSN: 1848-9664 ;DOI: 10.1080/1331677X.2018.1547203

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  • Title:
    Agri-food companies in the social media: a comparison of organic and non-organic firms
  • Author: Bernal Jurado, Enrique ; Fernández Uclés, Domingo ; Mozas Moral, Adoración ; Medina Viruel, Miguel Jesús
  • Subjects: Agribusiness ; Companies ; Competitive advantage ; Competitiveness ; Consumers ; data envelopment analysis (D.E.A.) ; Food ; JEL CODES: M15 ; Natural & organic foods ; olive oil sector ; Operators ; organic operators ; Penetration ; Social media ; Social networks
  • Is Part Of: Economic research - Ekonomska istraživanja, 2019-01, Vol.32 (1), p.321-334
  • Description: Organic agri-food products in Spain face major commercial problems in the home market as a result of consumers' lack of information about this type of product and difficulties in accessing it, and the considerable price differential between organic products and their conventional equivalents. This study proposes that consideration should be given to social media as a factor for mitigating these commercial problems and improving the competitiveness of organic food companies. Specifically, the aim of this research was to examine the social media penetration and activity of olive oil sector companies and ascertain whether organic and non-organic operators present differences in this respect. To this end, a checklist was used to analyse the social media activity of 663 olive oil companies in total, comprising both organic and non-organic producers. The results reveal statistically significant differences in social media penetration and use by organic and non-organic operators, with the former being more active in these networks. Nevertheless, the social media efforts of organic operators are less effective, owing to the limited demand for their products.
  • Publisher: Pula: Routledge
  • Language: English
  • Identifier: ISSN: 1331-677X
    EISSN: 1848-9664
    DOI: 10.1080/1331677X.2018.1547203
  • Source: Taylor & Francis Open Access
    ProQuest Central
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