Agricultural University of Athens
School of Applied Economics and Social Sciences
Department of Agricultural Economics and Rural Development
Evaluating the Use of Social Media by Olive Oil Production, Packaging and Trade Companies
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 LIANOU
Student ID: 419079
Committee Members
Karetsos Sotirios, Assistant Professor (Supervisor)
Costopoulou Constantina, Professor
Ntaliani Maria, Assistant Professor
Athens, November 2024
ABSTRACT
In today's world, the evolution of technology and science plays a significant role in improving people's daily lives. Social media serves as a prime example and an integral part of individuals' lives, as it contributes to their socialization and connection with their environment. The contribution of social networks to the business sector is also noteworthy, as they serve as a means of promoting companies and interacting with the public. In their efforts to maintain communication and reach new customers, businesses are driven to adopt appropriate marketing strategies that include the use of social media platforms.
The aim of this thesis is to research and understand the degree of integration of social media into the digital marketing strategies followed by Greek companies involved in the production, standardization, and marketing of olive oil. More specifically, the investigation focuses on the platforms of Facebook, Instagram, YouTube, TikTok, and Twitter-X, and the extent of their usage by olive oil companies during the period from January 1, 2023, to June 30, 2023, compared to the same period in 2024.
Initially, an analysis of marketing and digital strategies in the business sector is conducted. Then, the olive oil industry and the prevailing situation in Greece in 2024 are described. Subsequently, the research focuses on 513 companies involved in the production, standardization, and marketing of olive oil using Fanpage Karma, observing their activity during the first half of 2023 and the corresponding period in 2024. The data analysis incorporates metrics for measuring followers, the quality of posts, audience engagement, and user reactions (likes) to the content of the posts.
The collection and analysis of the results from this research provide olive oil companies with insights into the role of social media in their marketing strategy, the trajectory of their competitors, and ways to manage the platforms they use to promote themselves to the public.
According to a study conducted, Greek companies in olive oil production and standardization have a limited presence on social media, in contrast to trading companies, which maintain a strong presence in the field.
Keywords: Digital Marketing Strategies, Olive Oil Production-Standardization-Marketing, Social Media.
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