Abstract:

This paper proposes an operationalization of social capital using digital interaction data extracted from social media. The study integrates the social capital perspective with social network analysis (SNA) to assess the structural and relational dimensions of organizational networks through observable interaction patterns. The approach is applied to the INNOVI wine cluster in Catalonia, Spain, using interaction data collected from Platform X (formerly Twitter). The results show that digital interactions can reveal patterns of connectivity, social cohesion, influence, engagement, and resource exchange among organizational actors. The analysis also identifies distinct roles of actors, including bridge organizations and influencers within the network ecosystem. This research contributes to the literature by promoting the operationalization of social capital through observable digital data and by providing an integrative framework that combines social capital theory and SNA for organizational contexts. Furthermore, it offers practical insights for organizations seeking to strengthen their collaborative capabilities and strategic positioning through digital interactions. This research is developed within the framework of the Colombia Científica program (Pasaporte a la Ciencia component) under the Society Challenge focus area.