| dc.description.abstract | With the intense modernization movement and advances in technologies used in family
farming, and with the increased demand for food globally, rural family producers, being one of
the food suppliers, had to find a way to adapt to these changes and look for new ways to increase
your productivity and maximize your profits. With the influence of several factors such as the
Covid-19 pandemic, the search for proximity to the consumer and an easier way to promote
their products, family producers began to use social media as a means of online marketing to
sell their production and leverage your profits. In view of this, the present study aimed to
analyze the influence of social media on the commercialization of products from family farming
in Rio Grande do Sul. The study is qualitative-quantitative, and as a data collection instrument,
a questionnaire applied in person by the researcher to family producers exhibitors of the
pavilion of family agriculture at Expodireto Cotrijal 2023 in the city of Não-Me-Toque-RS, the
Google Forms tool was used to forward it online through social media. The data collection
instrument was structured with 41 objective, multiple-choice, Likert-scale questions. Based on
the research carried out, it was possible to characterize family farming, demonstrating the
diversification of production within these properties, which is not limited to grain production.
Through technological advances both in production, marketing and property management,
producers are seeking greater qualification and information regarding these new technologies.
The adoption of sales through social media was due to some factors, such as the health crisis of
the Covid-19 pandemic. Finally, with the adoption of some strategies, whether political or
family farming, that the use of these new communication technology tools are aimed at
increasing production and maximizing profits within family rural properties and entering new
markets previously limited by geographic issues. | |
