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May 20, 2026Journalism and MediaOpen Access

Digital Communication Strategies of Start-Ups in the Agri-Food Sector in Spain

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Authors

LGLorena Vegas GarcíaUniversidad de MálagaGLGladys Arlette Corona LeónUniversidad de SevillaFRFrancisco Javier Paniagua RojanoUniversidad de Málaga

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Implication

Analyzes digital communication strategies in agri-food start-ups, highlighting gaps in their effectiveness.

Key Points

  • The study aims to analyze the digital communication strategies of start-ups in the Agrotech and Foodtech sectors in Spain.
  • Review of annual rankings by El Referente from 2023 to 2025.
  • Selection of 17 companies (11 Agrotech and 6 Foodtech) for analysis.
  • Mixed methodology combining content analysis with social media metrics analysis.
  • Uneven use of communication strategies among start-ups.
  • Nearly all companies have their own communication channels, but their utilization is inconsistent.
  • Identified a gap between declared identity and substantive legitimacy in high-scrutiny sectors.

Cite This Study

García et al. (2026) studied this question.

synapsesocial.com/papers/6a0d5040f03e14405aa9bf38https://doi.org/10.3390/journalmedia7020104
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