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Online reputation of agri-food companies and determining factors: an empirical investigation

Author

Listed:
  • Domingo Fernández-Uclés

    (University of Jaén)

  • Adoración Mozas-Moral

    (University of Jaén)

  • Enrique Bernal-Jurado

    (University of Jaén)

  • Raquel Puentes-Poyatos

    (University of Jaén)

Abstract

In an increasingly technology-oriented society, companies should ensure not only that they have an Internet presence but also that they are conveying the right image. According to the resource-based view, online reputation is a key intangible asset for successful technological business change. The aim of this research is to analyze the online reputation of companies in the agri-food sector, identifying the factors that have an impact on it. For this purpose, fuzzy-set qualitative comparative analysis is used. The results show that online reputation is conditioned by legal form and attributes associated with the company website. Such attributes include website quality, the presence of information associated with corporate social responsibility, the use of a secure connection, and the sale of organic products. The results provide strategic guidelines for public and private decision makers to exploit the full potential of ICTs.

Suggested Citation

  • Domingo Fernández-Uclés & Adoración Mozas-Moral & Enrique Bernal-Jurado & Raquel Puentes-Poyatos, 2024. "Online reputation of agri-food companies and determining factors: an empirical investigation," Review of Managerial Science, Springer, vol. 18(2), pages 363-384, February.
    • Handle: RePEc:spr:rvmgts:v:18:y:2024:i:2:d:10.1007_s11846-023-00639-8
    DOI: 10.1007/s11846-023-00639-8
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    More about this item

    Keywords

    Online reputation; Olive oil; Website; Social networks; fsQCA;
    All these keywords.

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • P13 - Political Economy and Comparative Economic Systems - - Capitalist Economies - - - Cooperative Enterprises
    • G14 - Financial Economics - - General Financial Markets - - - Information and Market Efficiency; Event Studies; Insider Trading

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