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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Jimena Andrieu & Domingo Fernández-Uclés & Adoración Mozas-Moral & Enrique Bernal-Jurado, 2021. "Popularity in Social Networks. The Case of Argentine Beekeeping Production Entities," Agriculture, MDPI, vol. 11(8), pages 1-12, July.
    • Handle: RePEc:gam:jagris:v:11:y:2021:i:8:p:694-:d:600485
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    References listed on IDEAS

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    Cited by:

    1. Olatz Etxegarai-Legarreta & Valeriano Sanchez-Famoso, 2022. "The Role of Beekeeping in the Generation of Goods and Services: The Interrelation between Environmental, Socioeconomic, and Sociocultural Utilities," Agriculture, MDPI, vol. 12(4), pages 1-17, April.
    2. Jaisy Aghniarahim Putritamara & Budi Hartono & Hery Toiba & Hamidah Nayati Utami & Moh Shadiqur Rahman & Dewi Masyithoh, 2023. "Do Dynamic Capabilities and Digital Transformation Improve Business Resilience during the COVID-19 Pandemic? Insights from Beekeeping MSMEs in Indonesia," Sustainability, MDPI, vol. 15(3), pages 1-21, January.
    3. Adoración Mozas Moral & Domingo Fernández Uclés, 2022. "The Agricultural Cooperative in the Face of the Challenges of Globalization, Sustainability and Digitalization," Agriculture, MDPI, vol. 12(3), pages 1-3, March.

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