Explanatory factors for efficiency in the use of social networking sites —The case of organic food products
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.
Source: Psychology and Marketing - Category: Psychiatry & Psychology Authors: Enrique Bernal ‐Jurado, Adoración Mozas‐Moral, Domingo Fernández‐Uclés, Miguel Jesús Medina‐Viruel Tags: RESEARCH ARTICLE Source Type: research