New Trends in the Global Digital Transformation Process of the Agri-Food Sector: An Exploratory Study Based on Twitter
Year: 2022
Type: article
Abstract: 1. CONTEXTThe agri-food system is undergoing pervasive changes in business models, facilitated by the use of digital technologies. Although today it is almost inevitable for any company to adopt some level of digital transformation to strengthen their competitiveness, this transition in the agri-food sector could be more complex, given its characteristics.2. OBJECTIVEThe aim of the study is to analyse the perceptions of new digital technologies in the agri-food sector, identifying differences regarding its acceptance among food chain actors across different countries.3. METHODSThis paper examines the information regarding digital transformation process in the agri-food sector disseminated worldwide on Twitter. For that purpose, Twitter API is used to gather tweets and descriptive and a content analyses, including a sentiment analysis, are performed using R and MAXQDA software.4. RESULTS AND CONCLUSIONSWe found that companies and digital solution providers are very active in social media, although their visibility was low. Artificial Intelligence was the most mentioned technology, that together with the Internet of Things, Big Data, Machine Learning, and Cloud Computing, was related to improving production efficiencies, crop yield, or cost reduction. In the case of Blockchain Technology, it was closer to other food supply chain actors, such as distribution companies and marketers. However, all these technologies are connected to the concept of sustainability. The sentiment analysis showed a generally positive tone, indicating social acceptance regarding the starting phase of the adoption of these technologies. The study also identified differences among countries, pointing to a stronger level of engagement with these technologies in developed regions. Moreover, the COVID-19 pandemic was seen as a chance to boost the digital transformation in the sector all over the world.5. SIGNIFICANCEOur results demonstrate that data harvested from Twitter provide useful insight into perceptions of digital transformation by the different actors of the agri-food value chain across different countries. Information that could be useful for researchers, but also firms and policymakers.
Source: Agricultural Systems
Authors: María Ancín, Emilio Pindado, Mercedes Sánchez
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $3,820
OpenAlex ID: W4296844951