The use of digital and social media in the speck sector

Abstract

The society we are living in is becoming increasingly related to social media and their impact on business activities is more and more relevant. The purpose of this thesis is to study and to understand the role of digital within the speck sector: in particular, to investigate the importance of social media and website use in this specific agri-food sector, the one of speck, in order to improve their performance. So, this study first describes what social media are and how they were born, then it deepens the main performance indicators to be used in order to measure the impact of social media on business activities. An overview about the made-in-Italy food industry comes next, expanding more and more on the speck sector, with a focus on the Trentino Alto Adige region. At the end, thanks to a qualitative and a quantitative analysis, it tries to understand social media strategies of the concerned speck companies and their related impact on business, by identifying strengths and weaknesses.