Consumers have great power in the marketing process and social media represent an opportunity to promote and strengthen the tie with consumers by building short supply chains. These current trends of application of social media for communication with costumers can be observed also among farmers/producers. The paper studies use of social media by farmers/companies - the SKIN partners registered within the SKIN Good Practice Repository. A first step included investigation of webpages (native language version), which usually provided general background of activities and information about products. A Facebook page was identified as a basic social media channel (used by 81% of investigated group) as farmers/producers who did not have it, also did not refer to any other social media. Research results indicate relatively wide audience of Facebook pages of farmers/producers (numbers of likes and followers) but interactions with consumers are limited (a low number of comments and sharings). It can lead to a conclusion that a part of farmers/producers use social media for providing information but they interact with their costumers offline.

Social media for interactions with customers within the short food supply chain

Fiore M.
2019-01-01

Abstract

Consumers have great power in the marketing process and social media represent an opportunity to promote and strengthen the tie with consumers by building short supply chains. These current trends of application of social media for communication with costumers can be observed also among farmers/producers. The paper studies use of social media by farmers/companies - the SKIN partners registered within the SKIN Good Practice Repository. A first step included investigation of webpages (native language version), which usually provided general background of activities and information about products. A Facebook page was identified as a basic social media channel (used by 81% of investigated group) as farmers/producers who did not have it, also did not refer to any other social media. Research results indicate relatively wide audience of Facebook pages of farmers/producers (numbers of likes and followers) but interactions with consumers are limited (a low number of comments and sharings). It can lead to a conclusion that a part of farmers/producers use social media for providing information but they interact with their costumers offline.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11369/382632
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