Evaluation of Social Media Actions for the Agrifood System

The aim of this study is that of providing some indications about the involvement of social networks into the agrifood system even if in Italy it has just been approached compared to other countries, a reason why we do not have relevant statistics and enough literature. Social media, in fact, may contribute to formulate the right communication strategies in the different contexts, both traditional and virtual, by understanding at first what impact social media have through word of mouth among consumers concerning purchase trend of other ones, including the experience sharing in both contexts that may affect final purchase differently. (C) 2013 The Authors. Published by Elsevier Ltd.