publication . Bachelor thesis . 2017

Alternative Food Networks and Social Media in Marketing : A multiple case study exploring how Alternative Food Networks use social media in order to help small local food producers reach the market

Puranen, Niklas; Jansson, Markus;
Open Access English
  • Published: 01 Jan 2017
  • Publisher: Umeå universitet, Företagsekonomi
  • Country: Sweden
Abstract
The food provision system of today has been argued to be unsustainable with large scale production, price-pressure and outbreaks of diseases. Many consumers in the EU and Sweden are reacting to these issues and are becoming increasingly interested in finding local food alternatives that they consider to be safer and of higher quality. However, the small local food producers due to scarce budgets and marketing skills have problems in reaching this target market. Partly due to this, there has been an emergence of Alternative Food Networks (AFN) within which producers come together to get assistance in marketing and sales. Social media has emerged as a phenomenon t...
Subjects
free text keywords: Social media, marketing, Alternative Food Networks, segmentation, sales promotion
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