Uso das mídias sociais na agricultura familiar

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.