Please use this identifier to cite or link to this item:
Publication type: Master thesis
Title: Social Media communication of consortia in the Italian agro-food sector : case study of the Aceto Balsamico di Modena
Authors: Rroco, Sisi
Advisors / Reviewers: Duma, Fabio
Graf, Christian Olivier
DOI: 10.21256/zhaw-2086
Extent: 128
Issue Date: 2017
Publisher / Ed. Institution: ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Language: English
Subject (DDC): 658.8: Marketing management
Abstract: Previous studies underlined the importance of enhancing brand awareness as key factor in order for Italian agro-food productions to face competition in an increasing globalized environment, representing a challenge for the survival of typical and traditional productions. Italian Consortia, in charge of protecting and promoting agro-food products were found to involve ineffective communication measures. However, in regards to the Aceto Balsamico di Modena (ABM) and the Aceto Balsamico Tradizionle di Modena (ABTM), academia addressed scarce attention. This study aims, therefore, at filling the gap present in the literature by conducting a deep investigation about Consortia of ABM and ABTM communication practices, especially focusing on social media. In addition, this research has the aim to draw recommendations through the analysis of a Best Practice example of social media communication operated by a Consortium of a worldwide renowned Italian agro-food product, namely Parmigiano Reggiano.
License (according to publishing contract): CC BY-NC-ND 4.0: Attribution - Non commercial - No derivatives 4.0 International
Departement: School of Management and Law
Appears in collections:MSc International Business

Files in This Item:
File Description SizeFormat 
Rroco_Sisi_W.MA.IB.pdf3.7 MBAdobe PDFThumbnail

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.