=Paper=
{{Paper
|id=Vol-1498/HAICTA_2015_paper60
|storemode=property
|title=Social Commerce and Marketing Strategy for “Made in Italy” Food Products
|pdfUrl=https://ceur-ws.org/Vol-1498/HAICTA_2015_paper60.pdf
|volume=Vol-1498
|dblpUrl=https://dblp.org/rec/conf/haicta/ScuderiS15
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==Social Commerce and Marketing Strategy for “Made in Italy” Food Products==
https://ceur-ws.org/Vol-1498/HAICTA_2015_paper60.pdf
Social Commerce and Marketing Strategy for “Made in
Italy” Food Products
Alessandro Scuderi1, Luisa Sturiale2
1
Department of Agrifood and Environmental Systems and Management (Di3A), University of
Catania, Italy, e-mail: alessandro.scuderi@unict.it
2
Department of Civil Engineering and Architecture (DICAR), University of Catania, Italy,
e-mail: luisa.sturiale@dica.unict.it
Abstract. The ICTs have enabled the transformation of processes of
production, access, transfer, use and, in recent years, the sharing of information
(email, forums, and social networks), reducing the spatio-temporal barriers.
However, despite the fact that investments in new technologies have increased
in recent decades, Italian agri-food and agricultural enterprises have still not
bridged the digital divide. Nevertheless there are interesting potentials for
growth, with the advent of Web 2.0 (and the latest web 3.0) and with social
media. The aim of this study is to provide a brief overview of the
developments in the Digital Economy and of the changes that have occurred in
business to consumer models. In particular, the state of the art for agri-food
products in relation to the evolution from “e-commerce” to “social commerce”
will be analysed, through a specific survey, consisting of two complementary
phases, related both to online businesses and to the web consumers.
Keywords: agrifood, e-business, social media, glocal, 8P’s social marketing.
1 Introduction
In the ICTs sector, innovations follow each other swiftly,as it is a very dynamic
market, where Web 3.0 represents the latest phenomenon, after Web 2.0 that had
revolutionised the global world of information (Bethon et al., 2012;Neison et al,
2010) . There has been an evolution of sites and services in the Web, such as wiki
sites and social networks, where interaction and sharing of content by users are
fundamental. The web has become a “web ecosystem” in which users create value by
sharing and creating experiences in the Web (through e-mail, blogs, networking,
forums, communities, chat, etc.). The Internet has become the global platform for
exchange, the space where an economic force of global dimensions operates, which
has radically modified social and economic behaviour ( (Brush et al., 2010; Kumar et
al., 2012; Sturiale, 2000; Whang et al., 2012)
In the European Union the digital economy is growing seven times faster than the
rest of the economy, but its potential is currently hindered by an inconsistent strategic
framework across European countries.
509
With regard to the Italian food market, specific studies on the Digital Economy
refer to surveys on the size of the phenomenon, on “e - commerce” in individual
sectors, on web marketing, and on B2B1).
The objective of this study is to provide a first contribution to the knowledge of
the recent phenomenon of social commerce in the Italian agri-food economy, and to
the analysis of the social media marketing used, following the 8 Ps approach (Dastak
et al., 2014), . To this end, a specific research has been carried out, involving two
complementary phases, relating to Made in Italy food production companies that are
present online, and to web consumers.
2 The Opportunities of the Digital Economy for Agri-food
Enterprises
The size of the Digital Economy is particularly relevant given the growing
importance of the ICTs as a policy tool. There is a high level of interest in measuring
the Internet economy as a way to understand the effects of various investment
strategies, regulatory rulings, and policy decisions.
In 2014 the world digital market continued its growth, registering a + 3.6%
increase, with a global value of 4,538.6 billion dollars. (Assinform- NetConsulting,
2014). The phenomenon of social media is growing globally: there are 1.75 billion
users of social networks.
ICTs are making companies’ business ever more efficient: enterprises are looking
more and more to technology to reduce costs, creating an ever growing demand for
technological services and products.
According to the OECD (2012), the American market is the most important in
terms of number of employees, with a share of 30%, followed by Japan (16%) and
Germany (9%). According to the Boston Consulting Group, in 2016 the net economy
of the G20 countries will reach 4.2 trillion, 3 billion people will be connected to the
Internet on various devices. For the G20 countries, an annual rate of growth of 10%
is estimated, while that of the emerging markets will almost double (approximately
18%).
The EU is also focusing on ICTs as a strategic lever to relaunch the European
economy through the economic advantages and social sustainability that are offered
by a unified digital market2).
The main elements of the #ContinenteConnesso proposal are open Internet,
strengthening the consumer rights, abolition of additional roaming costs in the EU,
coordinated spectrum frequency allocation, adding certainty for investors.
1
From among the various contributions to be found in the literature, we cite a few: Sturiale L.,
2000; Sturiale and Scuderi, 2001; Bucca et al., 2006; Canavari, Pignatti, and Spadoni, 2008,
Brush and McIntosh, 2010; Neilson, Madill, and Haines, Jr., 2010).
2
As reported by the Digital Agenda (2012), in the EU the digital economy is growing by 12%
each year; employment in the field of ICTs is approximately 7 million, and it is estimated that
this will increase to 16 million by 2020. It is estimated that half of the productivity growth
results from investment in this sector.
510
In spite of the developments that have affected the ICTs and that are reflected in
all areas of social and economic life, a digital divide still remains. In the
“Connectivity Scorecard”3 ranking, which assesses the impact of the Web on national
economies, in 2014 Italy was in 22nd out of 26 countries, which were considered as
innovation-driven economies (Denmark, Sweden, and the United States were in the
lead, while ranked behind Italy were Greece, Portugal, Hungary, and Poland).
At the same time, a study conducted by Google4 showed that online searches for
Italian products in 2014 increased by 13% compared to 2013; amongst the most
clicked categories of the “Made in Italy”, the top searches were in the fashion and car
sectors, followed by tourism, agri-food, and furniture.
In the Italian agri-food economy, since the 90’s many companies have
implemented new “e-business” and web marketing organisational models, to adapt to
the new competitive environment. They have adopted new strategic tools for market
knowledge, brand awareness of their product, and customer interaction (from one-to-
one marketing, to social networking, to storytelling). The last frontiers are
represented by social commerce, Apps5, and the developments of the mobile and
content marketing, to name just a few.
Despite these developments, in Italy we are far from both the European average
and from the goals set by the Digital Agenda. According to recent surveys, in Italy
mistrust of online purchase still persists due to the following reasons (in decreasing
order of importance): preference for physical contact with products; payment deemed
unsafe; high shipping costs; long shipping times.
In 2012, 29% of Italian Internet users bought online, while the European average
was 59%. With regard to the types of goods and services purchased, by far the largest
part were for tourist services, books, and clothing, while only 1% was dedicated to
food products (compared to a European average of 6%). Therefore there would be a
lot of room to develop agri-food “e-commerce”, if that was supported by an adequate
web marketing and by utilising the latest web technologies.
3
The Connectivity Scorecard is the first index to examine quality and quantity of ICT usage
and infrastructure, and to link it to a country’s social and economic prosperity. The research
focuses on 52 countries. These have been divided into two scorecard groupings according to
their economy type as defined by the World Economic Forum.
- Resource-driven economies: Resource and efficiency-driven economies are less well
developed than the innovation-driven economies;
- Innovation-driven economies: Innovation-driven economies are more highly developed than
resource and efficiency-driven economies. (http://www.connectivityscorecard.org).
4
Analysis by Google has evaluated the behaviour of users from 10 foreign countries, with
different characteristics: from the United States to Germany, from the UAE to Brazil.
5
Start-up technologies are growing rapidly in Europe; the European App market generates
revenues of €17.5 billion and boasts 1.8 million jobs (Digital Agenda, 2012).
511
3 E-commerce Versus Social Commerce
The spread of the Internet, whilst not changing the fundamental rules of the
economy, has led to an amplification of the information revolution (Porter, Millar,
1985).
Information Systems are being enriched by tools and areas for interaction that are
designed to respond to the emerging needs of businesses and of consumers, thanks to
the tools of Web 2.0 and of the latest Web 3.0. Among them, social networks, a
worldwide phenomenon that is changing the way of doing e-business, assume a very
important role, fully considered as a valid support for corporate strategy through an
omni-channel approach. This provides the synergy of different channels to obtain a
widespread and pervasive presence, with the primary objective of listening to the
customer and his needs.
Companies are internalising the new market culture and technologies, changing
their business models passing through different phases, from “e-trade”, to “e-
commerce”, then onto “e-business”6 and, the latest frontier of “social commerce”,
following the development of Web 2.0 and the social network (Huang, Benyoucef,
2013).
Italian companies should seize the opportunities offered by social networks, using
them as a primary instrument for relating with the customer (Tab. 1), considering the
fact that more than 70% of Italian Internet users (more than 38 million in 2014) are
social network users7.
6
In detail, “e-trade” is understood as the electronic channel complementary to the traditional
ones, “e-commerce” allows the interaction with the market; “e-business” uses the integrated
technological elements in the internal and external processes of the enterprise to obtain a
sustainable competitive advantage (Scott, Murtula, Stecco (eds), 1999).
7
According to the Facebook Observatory, in 2014 Facebook had 1.39 billion subscribers
worldwide, Italy ranked ninth in the world, with 28 million Italians enrolled, of whom 20
million were daily users. The other social media (Google, Twitter, LinkedIn, Tumblr,
Pinterest) reached a total of approximately 28 million enrolled users. This is a far-reaching
social phenomenon that has led to the opening up of social advertising and social commerce.
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Table 1. Enterprise websites and social media use in the EU 28 (2013)
(http://ec.europa.eu/eurostat)
Among them, social commerce is becoming ever more strategic. This is a new
category of e-commerce activated through the use of social media platforms and
social network services (Kumar, Rajan, 2011; Marsden, 2010). It was introduced for
the first time by Yahoo in November 2005, and has grown rapidly in the past 5 years,
giving rise to “social media marketing”. This involves a convergence between the
online and offline environments.
Since social media have become readily accessible, more consumers use it as a
source of information about companies, brands, products, and services by social
networks and e-WOM (electronic word of mouth) (Sturiale, Scuderi, 2013; Scuderi,
Sturiale, 2014; Wang, Zhang, 2012).
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Today it is possible, to distinguish different types of social commerce (Indvik,
2015):
1. Peer-to-peer sales platforms (eBay, Etsy, Amazon Marketplace).
2. Social network-driven sales (Facebook, Pinterest, Twitter).
3. Group buying (Groupon, LivingSocial).
4. Peer recommendations (Amazon, Yelp, JustBoughtIt).
5. User-curated shopping (The Fancy, Lyst, Svpply).
6. Participatory commerce (Threadless, Kickstarter, CutOnYourBias).
7. Social shopping (Motilo, Fashism, GoTryItOn).
4 Survey Method
In order to analyse the state of the art for agri-food products in relation to the
evolution from e-commerce to social commerce, a specific survey was conducted in
two complementary phases, relating to businesses and consumers.
The first phase provides a brief overview of the relationship between the agri-
food economy, ICTs, customers, and marketing. This analysed and assessed the
leading agri-food SMEs present on the Internet to understand, firstly, what the
strategic goals of the business are and, secondly, to evaluate the effectiveness of their
marketing strategies when applied to social media, following the framework of the
recent 8 Ps approach (Dastak, Aligholi, 2014). The survey was conducted in 2014,
and analysed no. 100 websites of agri-food companies selected on the Internet
through the major search engines, as well as other information sources present on the
Internet through specific and institutional links, selecting the sample based on a
reasoned choice. The identification of the main parameters relating to the 8 Ps was
performed through the use of a specific framework that has allowed information on
different aspects that characterise the interactions between a company's marketing
strategy and its social-commerce to be obtained in detail. In particular, the 8 Ps
considered are the following: product, place, price, promotion, people, process,
physical evidence, productivity, and quality; for each of these, a qualitative
assessment using consolidated methods used in similar surveys was performed
(Berthon et al., 2012; Bucca et al., 2006;Dastak et al., 2014; Sturiale et al. 2001;
2011).
The second phase aims to assess the consumer’s ability to convey their
purchasing intention to the community and social media, as a strategic element of
social-commerce (Stephen et al., 2010; Scuderi et al., 2014 (a); Zou et al., 2013).
A specific questionnaire was used to interview 1,000 “followers” of the Facebook
pages of the 100 agri-food enterprises that have been analysed. The questions given
to the participating units, according to a specific experimental design, provide a
number of scenarios that could generate three possible evaluations (of positive,
negative, and neutral values) relating to consumer preferences and to the 8 Ps of
companies’ marketing strategies (that were previously assessed in the first phase).
The collected data was processed by applying the technique of multiple regression
analysis, in order to capture the influences from multiple independent variables on a
dependent variable, according to the following base model in which all the variables
analysed are contained:
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SOCIAL probi= β0+ β1PRODUCT + β2 POS+ β 3 NEG+
β4MED+β5GENDER+ β6 POSTi+ β7WHYi+ β8AGEi+ β9EDU+ β10 PERS.f + εt
In which the various elements indicate the following: “SOCIAL probi” - the
probability of transmitting the shopping experience to third parties; “i” - the
individuals; “PRODUCT” - the type of product; “POS” - a positive experience;
“NEG” - a negative experience; “MED” - a neutral experience; “GENDER” - the
sex; “POST” - the activity of posting online by the participating entity; “WHY” - the
motivation for posting online; “AGE” - the age; “EDU” - education; “PERS.f”
represents the variable that recognises the individual characteristics of each
respondent; and “εt” represents the forecast error/residue.
5 Results and Discussion
The results of the first phase of the research, following the 8 Ps marketing
approach, has enabled the opportunities and limitations of the “e-business” models of
in the agro-food system to be highlighted. Through the survey, some case histories of
agri-food enterprises that have been able to maximise the opportunities offered by
social media have emerged. In fact, they have adapted their methods of dealing with
the customer, who, from being a simple content user, is becoming the author of
content and experiences (a creative consumer), according to the interaction model
between the web, social media, and consumer, as shown in the following image
(Berthon et al., 2012).
From the data obtained, it can be noted that marketing has transformed according
to the characteristics of the new tool, and has focused its attention on “information”
as a business asset, and on the business-client relationship in an integrated vision that
can create value, transforming into societing. In this context, in the process of
buying, the social media have become the most important instrument for directing
both the online and off-line choices of buyers, also in the agri-food market (Scuderi,
Sturiale, 2014(a); Sturiale, Scuderi, 2013).
515
In a competitive and highly dynamic environment, the essential sources of
competitive advantage constituted by intangible factors are becoming increasingly
important, since they allow companies to evolve, satisfy consumers, and anticipate
change. For agri-food products, social media strategies have become an integral part
of the development policies for the companies’ products, with an additional attraction
determined by the extent of investment, contact between the company and the
consumer, and potential initiation of word of mouth in the community.
In summary, the objectives of the marketing strategies adopted by the companies
analysed are to build, engage, and expand direct relationships with customers through
the social network, to increase brand awareness, to gain more and more information
in order to develop targeted communication, and to activate social commerce.
Fig. 1 The impact of maketing mix (8P's) for agrifood firms
product
5
productivity and 4 place
quality 3
2
1
physical evidence 0 price
process promotion
people
However, the results highlight (Fig. 1) that businesses are open to the new “8 Ps”
marketing approach in different ways. The majority of companies (63%) are still
predominantly oriented to the original 4 Ps, even though they show an interest in the
people element. On the other hand, the remaining Ps are largely unexplored or
undervalued. There is, therefore, an interest in the new elements of the marketing
model, but the process is still at its beginning. Therefore, both the actions and the
results of the application of such elements are still to be assessed for “Made in Italy”
agri-food products (Scuderi et al, 2014- b)..
Moving on to analyse the results of the second phase, that is the intention of
transmitting the knowledge and the experience of purchasing through social media, it
can be noted that the purchase of “Made in Italy” agri-food products generate a
significant level of reporting. A positive experience generates more SOCIAL
compared to a negative experience, and the latter induces, in turn, a greater desire to
transfer such an experience than a mediocre one, for which, for both samples
considered, all the statistically significant coefficients are negative. This means that
the presence a mediocre experience has a negative effect on the desire to report
information relating to the product or to the experience to a third party. The results
are reported in detail in Tab. 2.
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Tab. 2 Estimated structural parameters of opinions deriving from virtual
and how they affect consumers on their intention to buy (buy_prob).
Estimate Std. Error t value Pr (>|t|)
(Intercept) 19.752 7.101 1.125 0,0351517
med_on 3.815 2.874 1.015 0,235897
pos_on 13.567 3.983 3.125 0,001125
no.rev 5.871 3.528 1.127 0,242931
post 4.285 1.584 2.985 0,000984
gender - 904 2.154 - 858 0,115874
age - 1.987 2.154 - 1.125 0,228754
edu 1.985 2.368 1.224 0,265287
The results obtained from the statistical analysis enable the following
considerations to be singled out, for the products concerned:
- the perception of “Made in Italy” exceeds the value of the shopping experience, as
it incorporates an intrinsic value of tradition, capable of generating emotion, which
induce purchases that go beyond the purchase threshold of the individual;
- the intention to transfer their own buying experiences to third parties varies
depending on whether it refers to products already known by the purchaser;
- the intention to refer their own buying experience to third parties varies depending
on the origin of the message, in many cases preferring to spread the message in off-
line channels as well, as this makes it possible to generate a comparison between
infinite consumers.
These assessments confirm that word of mouth on the net (e-WOM) on agri-food
products acts very effectively. Social commerce, which is based on communication,
should therefore be included among the strategic elements of a social media
marketing plan, integrated with the omni-channel strategy of companies, and assume
a significant place in the sales strategy for agri-food products.
6 Conclusions
The environment created by the Internet has led to selection mechanisms for
products that are very fast, with the elimination of competitors that do not have an
appropriate business model.
To this end, it is essential to refer to an active and interactive model of web
presence, which through analysis and review of business processes as a whole, takes
into account the characteristics of the company, in this case the specificity of agri-
food products and their local dimension, in order to generate a real source of
competitive advantage in a global context. The ICTs offer great opportunities to the
enterprises concerned, especially the tools of Web 2.0 and social media, as the
survey reveals.
The social commerce for agri-food companies will become strategic for
broadcasting the purchasing experience of “Made in Italy” foods, strongly anchored
to territory, transforming into “glocal social commerce” (Scuderi et al., 2015) .
On one hand, the EXPO 2015 global event , and on the other hand, the trend of the
international media towards broadcasting a format that is focused on cooking and
517
food, which are becoming a global viral phenomenon, are establishing food as the
challenge of the future.
This is a historic moment that offers great potential for “Made in Italy” food
enterprises, both in terms of image and of the tools offered for the communication of
products on a global level. Focusing on social media, networking, and appropriate
marketing strategies (8 Ps ) and on societing will enable them to be more competitive
in the marketspace. To this end, it will be important to develop appropriate models of
omni-channel “e-business”, in which constructing a targeted social media marketing
will become strategic, to support “Made in Italy” agri-food products.
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