Does social media marketing increase the sales of organic food?

Ahmad Durbul1, Peter Osiako1, Firas Alarawi2 and Ayman Alshaabani3
1 Hungarian University of Agriculture and Life Sciences, Doctoral School in Management and Organizational Sciences, H-7400 Kaposvár, Hungary
2 Hungarian University of Agriculture and Life Sciences, Institute of Food Science and Technology, Department of Bioengineering and Alcoholic Drink Technology, H-1118 Budapest, Hungary
3 Hungarian University of Agriculture and Life Sciences, Doctoral School in Economic and Regional Sciences, H-2100 Gödöllő, Hungary

Abstract

Durbul, A., Osiako, P., Alarawi, F. & Alshaabani, A. (2024). Does social media marketing increase the sales of organic food? Bulg. J. Agric. Sci., 30(3), 389–395

Overcoming the involved constraints, such as high prices, a lack of awareness, and a limited number of sales points, is one way to increase consumers’ willingness to buy organic food. Social networks, with their massive number of active users, can be used to introduce, promote, and sell organic food. Not much research was found on social media nor its role in marketing organic food. Scant research has been conducted to understand the role of social media in increasing organic food sales. To bridge this academic gap, this paper explores the related literature to find whether marketing on social media can increase the sales of organic food. The findings refer to a common emphasis on the substantial role of social media in supporting buyer-seller relationships, advertisements, electronic word-of-mouth, and all phases of the organic food sales process, which in turn have an influence on escalating the sales volume of organic food.

Keywords: social networks; marketing; organic food; sales

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