Social Media Usage and Business Competitiveness in Agri-Food SMEs

Ourania Notta, Venetia Raikou and Aspasia Vlachvei
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Venetia Raikou: International Hellenic University
Aspasia Vlachvei: University of Western Macedonia

Chapter Chapter 36 in Advances in Quantitative Economic Research, 2022, pp 531-538 from Springer

Abstract: Abstract The purpose of this work is first the presentation and implementation of social media in Greek agri-food small and medium firms and second, the evaluation of the impact of the use of social media on the competitiveness of agri-food SMEs. We use the BCCP MODEL (brand building, community building, customer satisfaction and performance) which is a conceptual framework for understanding, implementing, and measuring Social Media effectiveness for the firm involved. Brand building, community building and engagement, and customer satisfaction and loyalty have no direct financial results while Economic performance has financial results. In the case of the impact of social media on financial performance, it has emerged that even with the minimum daily involvement of social media, firms save more money and achieve the increase in their profits.

Keywords: Social media; Competitiveness; Performance; Agri-food SMEs (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-98179-2_36

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DOI: 10.1007/978-3-030-98179-2_36

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