This study analyses the digital marketing tools that companies producing Pecorino Siciliano with a protected designation of origin (PDO) are implementing on the web through their corporate website and their brand page on Facebook. It aims to verify whether companies are adapting (or not) to new trends in web marketing and e-commerce. The quality of corporate websites was assessed during the COVID-19 pandemic in terms of usability and amount of activity on Facebook brand pages by Pecorino Siciliano PDO-producing companies. Analysed data show that the companies producing Pecorino Siciliano PDO fell short in developing their web-marketing tools, demonstrating their poor adaptation to the new digitalisation trends driven by the COVID-19 pandemic.

Borsellino V., Pecoraro N., Schimmenti E. (2023). Promoting dairy products through the web: The case of Pecorino Siciliano PDO during the COVID-19 pandemic. INTERNATIONAL JOURNAL OF DAIRY TECHNOLOGY, 76(2), 393-407 [10.1111/1471-0307.12933].

Promoting dairy products through the web: The case of Pecorino Siciliano PDO during the COVID-19 pandemic

Borsellino V.
Primo
Formal Analysis
;
Schimmenti E.
Ultimo
Conceptualization
2023-12-01

Abstract

This study analyses the digital marketing tools that companies producing Pecorino Siciliano with a protected designation of origin (PDO) are implementing on the web through their corporate website and their brand page on Facebook. It aims to verify whether companies are adapting (or not) to new trends in web marketing and e-commerce. The quality of corporate websites was assessed during the COVID-19 pandemic in terms of usability and amount of activity on Facebook brand pages by Pecorino Siciliano PDO-producing companies. Analysed data show that the companies producing Pecorino Siciliano PDO fell short in developing their web-marketing tools, demonstrating their poor adaptation to the new digitalisation trends driven by the COVID-19 pandemic.
dic-2023
Settore AGR/01 - Economia Ed Estimo Rurale
Borsellino V., Pecoraro N., Schimmenti E. (2023). Promoting dairy products through the web: The case of Pecorino Siciliano PDO during the COVID-19 pandemic. INTERNATIONAL JOURNAL OF DAIRY TECHNOLOGY, 76(2), 393-407 [10.1111/1471-0307.12933].
File in questo prodotto:
File Dimensione Formato  
Int J of Dairy Tech - 2022 - Borsellino - Promoting dairy products through the web The case of Pecorino Siciliano PDO.pdf

Solo gestori archvio

Descrizione: Articolo di ricerca
Tipologia: Versione Editoriale
Dimensione 859.56 kB
Formato Adobe PDF
859.56 kB Adobe PDF   Visualizza/Apri   Richiedi una copia
draft_Proof_hi.pdf

accesso aperto

Tipologia: Pre-print
Dimensione 311.12 kB
Formato Adobe PDF
311.12 kB Adobe PDF Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10447/584203
Citazioni
  • ???jsp.display-item.citation.pmc??? 0
  • Scopus 1
  • ???jsp.display-item.citation.isi??? 0
social impact