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Explanatory factors for efficiency in the use of social networking sites—The case of organic food products
Author(s) -
BernalJurado Enrique,
MozasMoral Adoración,
FernándezUclés Domingo,
MedinaViruel Miguel Jesús
Publication year - 2017
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21052
Subject(s) - misinformation , marketing , business , confusion , social media , wine , data envelopment analysis , psychology , computer science , food science , statistics , chemistry , computer security , mathematics , world wide web , psychoanalysis
In some markets, organic foods face problems such as consumer misinformation and confusion, high prices compared to conventional equivalents, or few points of sale. The answers to these problems include information and communication technologies, particularly social networking sites (SNS), given their potential for conveying information and connecting customers and suppliers at less cost. It would be useful to ascertain the psychology of social media use and which factors determine SNS efficiency among organic producers. This study of the efficiency of SNS use in two strategic sectors for Spain—olive oil and wine—used data envelopment analysis and, in a second stage, qualitative comparative analysis (QCA) to detect the contextual variables that explain the highest efficiency indices. The results showed that the more market‐oriented sector (wine) has a higher average efficiency of SNS use and pointed to the following explanatory factors: SNSs mentioned on corporate websites, number of employees, the manager's educational background, and length of SNS use.