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

Author(s): Belisa Korriku, Elena Horská
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Social media marketing; Small-scale farming; Meat processing; Digital marketing; Instagram; Comparative analysis
Summary/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.

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