Agricultural University of Athens
School of Applied Economics and Social Sciences
Department of Agricultural Economics and Rural Development
Data Analysis of the Use of Social Media by the Companies that Produce Feta Cheese
A thesis submitted to the
AGRICULTURAL UNIVERSITY OF ATHENS
In partial fulfillment of the requirements for the Integrated Master’s Degree of
AGRICULTURAL ECONOMICS AND RURAL DEVELOPMENT
By
CONSTANTINA - MELINA KATSOGIANNI
Student ID: 417094
Committee Members
Costopoulou Constantina, Professor (Supervisor)
Karetsos Sotirios, Assistant Professor
Demestichas Konstantinos, Assistant Professor
Athens, September 2024
ABSTRACT
Social media has gained a significant position in the field of digital marketing, allowing businesses to strengthen communication with their consumers and increase product awareness. Feta PDO (Protected Designation of Origin) production companies are attempting to adapt to modern digital practices, although many still follow traditional marketing methods.
This study examined the use of social media by 284 feta PDO production companies in Greece during the first half of 2023 and 2024. Specifically, the use of platforms such as Facebook, Instagram, YouTube, and TikTok was analyzed. Key performance indicators such as posting frequency, the number of followers, and engagement were examined, as well as the correlations between these indicators. Additionally, the content of posts and their reach were analyzed to identify strategies that enhance business performance.
The results showed that Facebook and Instagram are the dominant social media platforms, while YouTube and TikTok are less widely used. On Facebook, there was a general decline in all key performance indicators between the two periods, while Instagram showed overall stability with some improvements. The data analysis for YouTube and TikTok presented a mixed picture, with fluctuations in performance indicators and limited data availability for both platforms. The analysis of performance indicators revealed that strategies focusing on posting frequency and creating audiovisual content, such as videos, are more effective, with content quality being a key factor for audience engagement.
In conclusion, the findings of the study indicate that feta PDO production companies can improve their use of social media if they adjust their strategies to meet the requirements of each platform and strengthen the use of content that is more appealing to audiences, such as videos. Despite the presence of steady strategies, companies need to focus more on content quality and user engagement to improve their digital presence.
Keywords: Social media marketing, feta PDO production companies, social media analysis tools, digital marketing, content strategies
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