La misurazione delle performance della social web communication nelle aggregazioni agroalimentari

The present works aims at observing social web communication practices within agri-food consortia. In particular, researchers aim to develop a model of social communication and a set of indicators, through which sketching the most suitable path towards social web communication performance improvement and market relationships monitoring.
Following the marketing management studies, on line communication is appraised giving “interaction”, “co-creation”, and brand content and values “sharing” a key role in obtaining positive performance in terms of: brand awareness, brand engagement, word of mouth, thus fostering the building of the collective brand’s equity.