Assessing the Impact of Social Media on Family Business Performance: The Case of Small Wineries in Split-Dalmatia County

Marina Lovrinčević (), Vlatka Škokić and Ivana Bilić
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Marina Lovrinčević: Faculty of Economics, Business and Tourism, University of Split, Cvite Fiskovića 5, 21000 Split, Croatia
Vlatka Škokić: Faculty of Economics, Business and Tourism, University of Split, Cvite Fiskovića 5, 21000 Split, Croatia
Ivana Bilić: Faculty of Economics, Business and Tourism, University of Split, Cvite Fiskovića 5, 21000 Split, Croatia

Administrative Sciences, 2025, vol. 15, issue 6, 1-15

Abstract: This study explores how small family wineries in the Croatian Split-Dalmatia County integrate social media into their marketing and business strategies, focusing on the interplay between tradition, family identity, and digital innovation. Utilising a qualitative methodology, semi-structured interviews were conducted with winery owners to explore their use of social media platforms, their sales and distribution strategies, and their perceptions of Croatia’s EU membership. The results show that social media, particularly Facebook and Instagram, serve as highly personalised, low-cost marketing tools, predominantly managed by younger family members and used to convey authenticity, family heritage, and local identity. Despite limited resources and professional marketing expertise, these wineries take an intuitive, do-it-yourself approach and rely on direct customer relationships, storytelling, and experiential offerings to drive loyalty. While EU membership is generally seen as beneficial for tourism and funding opportunities, bureaucratic complexity remains a significant obstacle. This study highlights the importance of leveraging cultural heritage for digital content and emphasises the need for targeted policy support to improve digital competencies and reduce administrative barriers. These findings contribute to a deeper understanding of how family-run SMEs can gain and sustain competitive advantage by blending tradition with digital marketing practices in a rapidly evolving business environment.

Keywords: social media; small family wineries; business performance; Split-Dalmatia County (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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