An Analysis of Digital Communication in Spanish Agricultural Cooperatives

Given the growing importance of communication in general and digital communication, in particular, for the development of agricultural cooperatives, it is essential to research to deepen the management that they make. Given the relevance that these organizations have for the economy, this work aims to analyze the management of digital communication by Spanish agricultural cooperatives, through the quantitative methodology of the survey of a sample of 214 cooperatives. The results show that, although communication is a key tool, this is not reflected in investment or in the development of strategic plans by cooperatives, which are at a medium–low level in terms of management of digital communication that make these organizations.