The Role of Social Media in Marketing for Albanian Small Meat Processing Farms: A Comparative Study

Belisa Korriku – Faculty of Economics and Management; Slovak University of Agriculture in Nitra, Trieda Andreja Hlinku 2, 949 76 Nitra, Slovakia

Elena Horska – Faculty of Economics and Management; Slovak University of Agriculture in Nitra, Trieda Andreja Hlinku 2, 949 76 Nitra, Slovakia

Abstract: Social media has become an important tool for Albanian farm­ers in the field of marketing, helping them grow their small businesses in various ways. Social media is key to providing transparency and showing consumers how their food is grown and raised.

This study aims to investigate the social media and online marketing strat­egies of selected small meat processing farms in Albania. A comparative analysis was carried out on two farms: “Istrefi meat shop” and “Vellezerit Allgjata” Farm. The study used information from the farms’ Instagram page and conducted a benchmarking analysis.

The results showed that both farms were successful in reaching their target audience and keeping them engaged. Still, it is suggested that companies should engage more with their followers and share more post information that resonates with customers.

7th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2023 – Conference Proceedings, Hybrid (Faculty of Organization and Informatics Varaždin, University of Zagreb, Croatia), October 26, 2023

ITEMA Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ITEMA conference partners: Faculty of Economics and Business, University of Maribor, Slovenia; Faculty of Organization and Informatics, University of Zagreb, Varaždin; Faculty of Geography, University of Belgrade, Serbia; Institute of Marketing, Poznan University of Economics and Business, Poland; Faculty of Agriculture, Banat’s University of Agricultural Sciences and Veterinary Medicine ”King Michael I of Romania”, Romania

ITEMA Conference 2023 Conference Proceedings: ISBN 978-86-80194-75-2, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.

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