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© 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.

Abstract

The context of the COVID pandemic has accelerated the pace of the digitalization of society, especially of its business fabric. Among the various applications offered by the Internet, social networking platforms have been identified as powerful tools that organizations have at their disposal for the development of their online business activities. This is due to the closeness and trust generated by word-of-mouth communication. In this context, the aim of this article is to identify which organizational characteristics are directly related to popularity on social networks, measured by the number of followers on these accounts. In order to achieve this objective, the Argentinean beekeeping organizations have been taken as a case study and the fuzzy set Qualitative Comparative Analysis method has been used. The results obtained allow us to validate the different organizational factors which, beyond the use of Facebook itself, lead to better results for the organizations in their social network strategies. These factors include their cooperative nature, localization, environmental sensitivity and presence on other digital platforms.

Details

Title
Popularity in Social Networks. The Case of Argentine Beekeeping Production Entities
Author
Andrieu, Jimena 1   VIAFID ORCID Logo  ; Fernández-Uclés, Domingo 2   VIAFID ORCID Logo  ; Mozas-Moral, Adoración 2   VIAFID ORCID Logo  ; Bernal-Jurado, Enrique 3   VIAFID ORCID Logo 

 National Institute of Agricultural Technology (INTA), EEA San Juan-Argentina/National University of San Juan (UNSJ), San Juan 5400, Argentina 
 Faculty of Social and Legal Sciences, Department of Business Organization, Marketing and Sociology, University of Jaén, 23071 Jaén, Spain; [email protected] (D.F.-U.); [email protected] (A.M.-M.) 
 Faculty of Social and Legal Sciences, Department of Economics, University of Jaén, 23071 Jaén, Spain; [email protected] 
First page
694
Publication year
2021
Publication date
2021
Publisher
MDPI AG
e-ISSN
20770472
Source type
Scholarly Journal
Language of publication
English
ProQuest document ID
2564489924
Copyright
© 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.