How to gain image and positioning on social media: Spanish agribusiness firm image and position on social media

The aim of this article is to obtain insights into how agribusiness firms can gain image recognition and positioning on SM and, in doing so, determine the images that can increase or diminish their positions on SM and predict the frequency of an image's visibility on SM. This article uses data collected from a large number of Spanish agribusiness firms of the agrarian, agrifood and wine subsectors, located in rural peripheral areas or urban cores, to identify their images and positioning on social media. We use the Tagxedo digital tool to show the distinctive images of agribusiness firms on SM. Using the Howsociable digital tool and observing the SM key performance indicators (KPI), we measure the traffic and visibility of agribusiness firms on social media, and we find that a lot of agribusiness firms leave the potential of SM unused. The agribusiness firms upstream in the value chain and located in rural peripheral areas could take more advantages of SM visibility. We then create a model of image and positioning on SM using a binary logistic regression. We predict that more than two messages of sales per week on SM can diminish the visibility of agribusiness firm on SM.