Social media strategies of companies in the agri-food sector. Malaga companies on Instagram
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Abstract
The purpose of this study is to analyze the social media communication strategies of companies in the agri-food sector communicate in their own media, specifically on Instagram. The data for the study were collected from 1000 posts via Fanpage Karma on the official company Instagram accounts of 25 agri-food companies in Malaga (Spain). A mixed quantitative and qualitative content analysis was used to identify the strategies, narrative formats, tone and topic that generate the most interaction among company stakeholders. The topic that generated the most reactions among followers was found to be online events, while the strategy with the most interaction was draws and competitions. The tone with the most mobilising impact was recommendation, and the most engaging emotion, desire. The analysis also revealed, however, the greater volumen of posts does not always lead to greater audience impact.
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