Social Media in Agribusiness: The Way for Sustainability

This paper aims to investigate which are the relationships between Italian agri-food companies, governed by women, sustainability and social media. The aim of this paper is to analyse how agri-food companies are sustainable and if disclose their way of being sustainable through social media. In addition, this paper aims to investigate what economic benefits Italian agri-food companies that convey sustainability through social media receive. This work is supported by a qualitative methodology based on a case study. The results of any studies have begun to show that there is a close connection between agribusinesses and sustainability. Furthermore, SMEs are not only tied to tradition, but also to innovation; it was also found that the positive effects, produced by the diffusion of new information technologies, produced improvements in efficiency, product quality, environmental sustainability and new communication channels; all of these are important factors that can influence business relationships. It was also possible to see that through the use of social media, agri-food companies were able to communicate their commitment to sustainability to a large audience. Communicating a company's level of sustainability, also in the agri-food sector, through social media can bring economic benefits. This paper aims to expand the literature on the topic of sustainable agri-food companies in Italy, with a special focus on the use of social media in women's businesses.