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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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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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dc.contributor.author Borrero Sánchez,Juan Diego es
dc.date.accessioned 2023-11-02T12:14:14Z
dc.date.available 2023-11-02T12:14:14Z
dc.date.issued 2023 es
dc.identifier.uri https://hdl.handle.net/10550/90810
dc.description.abstract 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. es
dc.source Borrero Sánchez, 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. es
dc.title Agri-food Cooperatives’ Online Marketing: Evaluation of the Strategies Utilized by Spanish and UK Food Retailers Pre- and Post- COVID-19 Pandemic es
dc.type journal article es_ES
dc.subject.unesco UNESCO:CIENCIAS ECONÓMICAS es
dc.identifier.doi 10.7203/CIRIEC-E.107.21460 es
dc.type.hasVersion VoR es_ES

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