An appetite for social media in Irish SME food businesses?

Abstract

The purpose of this study is to evaluate the current relationship between social media use and Irish SME food companies. The research seeks to determine if social media can effectively form an integral, and, ultimately, profitable part of their overall marketing approach. With the recent rapid advances in modern technology, the strategic use of social media as a means to increasing marketing reach and engagement makes the need for this research timely and apposite. The research design considered both qualitative and quantitative approaches and utilised the former in carrying out 17 in-depth interviews with those working within the Irish SME food industry. Findings, as outlined, indicate that there is an increase in food brands engaging with social media. In the case of early-stage Irish Food businesses, social media is the only marketing activity carried out; more established food brands adopt a more planned approach to social media. The main conclusion to be drawn from this research is that social media can help Irish SME food businesses to reach, engage with, and influence their key target markets. Social Media can assist in driving awareness and, more importantly, sales; however, effectiveness is dependent on social media being part of an overall marketing plan, which has been derived from the business objectives and strategy.