Social Media Adoption by the Greek Dairy Industry

Abstract

Social media have become an important part of modern everyday life and are used for various purposes such as communication and interaction, content sharing, brand awareness, customer engagement, and market research. Numerous businesses employ them as marketing tools, adopting various strategies to achieve their goals. The objective of this chapter is to investigate the social media adoption by the dairy industry in Greece since the last years it has been hit hard by the COVID-19 pandemic and the energy crisis. More specifically, this chapter provides a literature review of social media in dairy industry and examines the digital presence of Greek dairy companies. Next, it analyses data from social media usage of 55 dairy companies in correspondence to their annual turnover for 2022. The results indicate that dairy companies can enhance their business outcomes by leveraging social media more effectively to harness their positive influence.