Agri-food Cooperatives’ Online Marketing: Evaluation of the Strategies Utilized by Spanish and UK Food Retailers Pre- and Post- COVID-19 Pandemic

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DOI:

https://doi.org/10.7203/CIRIEC-E.107.21460

Resumen

The use of big data by large food retailers is increasing their bargaining power against the agri-food cooperative sector. The aim of this study was to determine the social media behaviour of food retailers in Spain and the UK, and to identify significant changes pre- and post-COVID-19 pandemic. The study analysed Twitter data collected from 16 food retailers; a total of 102,200 valid tweets were extracted from their official Twitter accounts. A term frequency analysis and a social network analysis of food retailers’ Twitter behaviour were carried out. The results obtained show differences for both UK and Spanish retailers before and during the COVID-19 pandemic. For agri-food cooperatives with little bargaining power in the supply chain of fresh produce, data analysis is a key factor in improving their competitive positioning. These findings should be of value to data scientists as well as managers responsible for forming strategies in agri-food firms that have large food retailers as clients. Finally, the study also confirms that, for agri-food cooperatives, analysing tweet content is a cheap and useful tool for understanding customer behaviour.

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Biografía del autor/a

Juan D. Borrero

Juan D Borrero is an Associated Professor of Management at the Department of Management & Marketing, Huelva University, Spain. He obtained his PhD in Economics from Huelva University in 2002 and is the Director of the Social Entrepreneurship Laboratory (SimpleLab) and Director of the Agricultural Economics Research Group at Huelva University. He also gained an MBA, has degrees in Agronomics Engineering (Cordoba University, Spain) and Law (Huelva University, Spain), and is a founder of the spin-off named Bo True Activities. 

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Publicado

2023-04-05

Cómo citar

Borrero, J. D. (2023). Agri-food Cooperatives’ Online Marketing: Evaluation of the Strategies Utilized by Spanish and UK Food Retailers Pre- and Post- COVID-19 Pandemic. CIRIEC-España, Revista De economía Pública, Social Y Cooperativa, (107), 169–195. https://doi.org/10.7203/CIRIEC-E.107.21460
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