SOCIAL MEDIA FOR PROMOTION AND COMMERCIALIZATION IN FAMILY FARMING: a resource application perspective
DOI:
https://doi.org/10.20873/uft.2447-4266.2023v9n1a14ptKeywords:
Family farming; Digital marketing platforms; Digital promotion platforms; Systematic Review of Literature; Social media.Abstract
Family farming provides food diversity
worldwide. If, on the one hand, there is its
productive efficiency, within the scope of
the management of diverse cultures, on the
other hand, there is the challenge in the
promotion and commercialization of family
farming products. This article seeks to,
through a Systematic Literature Review (SLR)
and the use of the StArt tool, analyze the
research published in the databases Scopus
and Web of Science, so as to verify the use
of social media for promotion and
commercialization in family farming. The
results indicate that the use of social media
in family farming is beneficial, bringing
positive results, however, it lacks incentives,
investments, and attention from public
policies.
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