Search results for "Social media effort"
showing 2 items of 2 documents
What is the role of social media in several overtones of CSR communication? The case of the wine industry in the Southern Italian regions
2019
Purpose The purpose of this paper is to understand whether the companies most involved in communicating their responsible behaviour externally are those most active on the social media (SM) platform, with a philanthropic purpose rather than strictly aimed at economic aspects. Design/methodology/approach The authors, first, assess firms’ efforts on the SM platform using the model proposed by Chung et al. (2014), and, second, the authors analyze the content of messages in order to verify what dimensions of the corporate social responsibility (CSR) they contain. A multivariate modelling has been performed in order to verify whether the wineries that take most care to communicate their respons…
Social media as a strategic marketing tool in the Sicilian wine industry: Evidence from Facebook
2017
Abstract Over the last few years, many companies have integrated social media, and social networking sites in particular, into their communication and media plan, leading to a deep transformation of the organizational models and changing the companies׳ marketing dynamics. This study has dual aims: first, to recognize and validate the firm׳s social media (SM) efforts in its use of the Facebook platform; second, to examine the relationships among the firm׳s SM efforts and some firm and managerial characteristics. In order to achieve these research aims, data on 45 wineries were collected and analysed, using a model that considers three different dimensions of the firms׳ activity on the social…