Open AccessSHORT FOOD SUPPLY CHAINS FROM A SOCIAL MEDIA MARKETING PERSPECTIVE: A CONSUMER-ORIENTED STUDY IN SPAIN
Author(s) -
Ahmed Elghannam,
F.J. Mesías
Publication year - 2019
Publication title -
new medit
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.292
H-Index - 20
eISSN - 2611-1128
pISSN - 1594-5685
DOI - 10.30682/nm1901g
Subject(s) - marketing , business , perspective (graphical) , supply chain , perception , social media , consumer behaviour , the internet , food chain , advertising , psychology , computer science , paleontology , neuroscience , artificial intelligence , world wide web , biology
The increasing use of internet, especially the proliferation of social networks has offered companies of all sectors the opportunity to keep in contact with their consumers; getting their feedbacks and complains on a daily basis and even to create short online chains enabling consumers to buy their products. This trend is found to be rather limited in the case of food products. The main objective of this article is to deal with consumer’s perceptions towards the potential use of social media to create online short supply chains for food. Projective techniques (Sentence completion tasks) have been used in this study. As, they allow researchers to uncover motivations, emotions and beliefs that drive consumer’s perception and behavior which may not be detected by straightforward questioning. The findings of this study have allowed to obtain insight into those aspects that consumers regard as opportunities or barriers of such potential short food chains. The main aspect is to put food enterprises in the picture about what is going on in consumer’s mind. This might open new possibilities for food businesses to develop a new short food chain.