Puma Flores Manuel Jesús, Rosa-Díaz Isabel María
Department of Business Administration and Marketing, Faculty of Economics and Business Sciences, University of Seville, 41018 Sevilla, Spain.
Foods. 2023 Oct 21;12(20):3862. doi: 10.3390/foods12203862.
Food exporting companies play a fundamental role in the development of international trade. However, the conceptualization and measurement of their online corporate reputation has not been extensively studied in Business to Business markets, unlike in Business to Consumer contexts. The aim of this research is to identify the variables that determine the online reputation of food companies operating in B2B markets, and to analyze their relationship with the volume of food exports. For this purpose, a three-stage quantitative and qualitative study has been developed, based on in-depth interviews with experts from export organizations and managers of Peruvian food exporting companies, the estimation of an Advanced Sentiment Analysis, the construction of a Total Online Reputation Index (TOR), and the development of regression analysis. The study has identified 13 variables that affect the online reputation of food exporting companies and indicates that the presence of sustainability content on their website and the number of pages visited positively affect the volume of food exports. Moreover, the TOR could have a significant explanatory capacity with respect to company exports. These results constitute a reference guide for both companies in the sector and official export agencies, highlighting the critical aspects to promote their exports.
食品出口公司在国际贸易发展中发挥着基础性作用。然而，与面向消费者的市场不同，在企业对企业（B2B）市场中，对其在线企业声誉的概念化和衡量尚未得到广泛研究。本研究的目的是确定决定在B2B市场运营的食品公司在线声誉的变量，并分析它们与食品出口量的关系。为此，开展了一项分三个阶段的定量和定性研究，该研究基于对出口组织专家和秘鲁食品出口公司经理的深入访谈、高级情感分析的估计、总在线声誉指数（TOR）的构建以及回归分析的开展。该研究确定了13个影响食品出口公司在线声誉的变量，并表明其网站上可持续发展内容的存在以及页面访问量对食品出口量有积极影响。此外，TOR对公司出口可能具有显著的解释能力。这些结果为该行业的公司和官方出口机构提供了一份参考指南，突出了促进其出口的关键方面。
