Popularity in Social Networks. The Case of Argentine Beekeeping Production Entities

Jimena Andrieu, Domingo Fernández-Uclés, Adoración Mozas-Moral and Enrique Bernal-Jurado
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Jimena Andrieu: National Institute of Agricultural Technology (INTA), EEA San Juan-Argentina/National University of San Juan (UNSJ), San Juan 5400, Argentina
Domingo Fernández-Uclés: Faculty of Social and Legal Sciences, Department of Business Organization, Marketing and Sociology, University of Jaén, 23071 Jaén, Spain
Adoración Mozas-Moral: Faculty of Social and Legal Sciences, Department of Business Organization, Marketing and Sociology, University of Jaén, 23071 Jaén, Spain
Enrique Bernal-Jurado: Faculty of Social and Legal Sciences, Department of Economics, University of Jaén, 23071 Jaén, Spain

Agriculture, 2021, vol. 11, issue 8, 1-12

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.

Keywords: Facebook; cooperatives; beekeeping; fuzzy set qualitative comparative analysis (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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