IDEAS home Printed from https://ideas.repec.org/a/taf/applec/v52y2020i21p2280-2291.html
   My bibliography  Save this article

How to gain image and positioning on social media: Spanish agribusiness firm image and position on social media

Author

Listed:
  • Deiyalí A. Carpio
  • Alberta Fernandez
  • Beatriz Urbano

Abstract

The aim of this article is to obtain insights into how agribusiness firms can gain image recognition and positioning on SM and, in doing so, determine the images that can increase or diminish their positions on SM and predict the frequency of an image’s visibility on SM. This article uses data collected from a large number of Spanish agribusiness firms of the agrarian, agrifood and wine subsectors, located in rural peripheral areas or urban cores, to identify their images and positioning on social media. We use the Tagxedo digital tool to show the distinctive images of agribusiness firms on SM. Using the Howsociable digital tool and observing the SM key performance indicators (KPI), we measure the traffic and visibility of agribusiness firms on social media, and we find that a lot of agribusiness firms leave the potential of SM unused. The agribusiness firms upstream in the value chain and located in rural peripheral areas could take more advantages of SM visibility. We then create a model of image and positioning on SM using a binary logistic regression. We predict that more than two messages of sales per week on SM can diminish the visibility of agribusiness firm on SM.

Suggested Citation

  • Deiyalí A. Carpio & Alberta Fernandez & Beatriz Urbano, 2020. "How to gain image and positioning on social media: Spanish agribusiness firm image and position on social media," Applied Economics, Taylor & Francis Journals, vol. 52(21), pages 2280-2291, May.
    • Handle: RePEc:taf:applec:v:52:y:2020:i:21:p:2280-2291
    DOI: 10.1080/00036846.2019.1688242
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/00036846.2019.1688242
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/00036846.2019.1688242?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Stefania Oppido & Stefania Ragozino & Gabriella Esposito De Vita, 2023. "Peripheral, Marginal, or Non-Core Areas? Setting the Context to Deal with Territorial Inequalities through a Systematic Literature Review," Sustainability, MDPI, vol. 15(13), pages 1-36, July.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:applec:v:52:y:2020:i:21:p:2280-2291. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RAEC20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.