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https://doi.org/10.1080/1331677X.2018.1547203

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

Enrique Bernal Jurado ; University of Jaen, Department of Economics, Campus Lagunillas, Jaen, Spain
Domingo Fernández Uclés ; University of Jaen, Department of Business Organization, Marketing and Sociology, Jaen, Spain
Adoración Mozas Moral ; University of Jaen, Department of Business Organization, Marketing and Sociology, Jaen, Spain
Miguel Jesús Medina Viruel ; University of Cordoba, Department of Statistics, Econometrics, Operational Research, Business Organization and Applied Economics, Cordoba, Spain

Puni tekst: engleski, pdf (1 MB) str. 321-334 preuzimanja: 67* citiraj
APA 6th Edition
Bernal Jurado, E., Fernández Uclés, D., Mozas Moral, A. i Medina Viruel, M.J. (2019). Agri-food companies in the social media: a comparison of organic and non-organic firms. Economic research - Ekonomska istraživanja, 32 (1), 321-334. https://doi.org/10.1080/1331677X.2018.1547203
MLA 8th Edition
Bernal Jurado, Enrique, et al. "Agri-food companies in the social media: a comparison of organic and non-organic firms." Economic research - Ekonomska istraživanja, vol. 32, br. 1, 2019, str. 321-334. https://doi.org/10.1080/1331677X.2018.1547203. Citirano 03.04.2020.
Chicago 17th Edition
Bernal Jurado, Enrique, Domingo Fernández Uclés, Adoración Mozas Moral i Miguel Jesús Medina Viruel. "Agri-food companies in the social media: a comparison of organic and non-organic firms." Economic research - Ekonomska istraživanja 32, br. 1 (2019): 321-334. https://doi.org/10.1080/1331677X.2018.1547203
Harvard
Bernal Jurado, E., et al. (2019). 'Agri-food companies in the social media: a comparison of organic and non-organic firms', Economic research - Ekonomska istraživanja, 32(1), str. 321-334. https://doi.org/10.1080/1331677X.2018.1547203
Vancouver
Bernal Jurado E, Fernández Uclés D, Mozas Moral A, Medina Viruel MJ. Agri-food companies in the social media: a comparison of organic and non-organic firms. Economic research - Ekonomska istraživanja [Internet]. 2019 [pristupljeno 03.04.2020.];32(1):321-334. https://doi.org/10.1080/1331677X.2018.1547203
IEEE
E. Bernal Jurado, D. Fernández Uclés, A. Mozas Moral i M.J. Medina Viruel, "Agri-food companies in the social media: a comparison of organic and non-organic firms", Economic research - Ekonomska istraživanja, vol.32, br. 1, str. 321-334, 2019. [Online]. https://doi.org/10.1080/1331677X.2018.1547203

Sažetak
Organic agri-food products in Spain face major commercial prob- lems in the home market as a result of consumers’lack of informa- tion 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 consider- ation 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 com- panies in total, comprising both organic and non-organic pro- ducers. 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.

Ključne riječi
social media; organic operators; olive oil sector; data envelopment analysis (D.E.A.)

Hrčak ID: 228571

URI
https://hrcak.srce.hr/228571

Posjeta: 106 *