prikaz prve stranice dokumenta Exploiting the Potential of Social Networks by Family Farms in Croatia
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Scientific paper - Chapter in Book
Exploiting the Potential of Social Networks by Family Farms in Croatia
In: Agriculture Through Sustainability Perspectives / Katunar, Jana; Vretenar, Nenad; Jardas Antonić, Jelena (Ed.). Rijeka: Sveučilište u Rijeci, Ekonomski fakultet, 2025. pp. 225-242. urn:nbn:hr:192:995858
Grgurić Čop, Nina

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Agriculture Through Sustainability Perspectives | Book
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Grgurić Čop, N. (2025). Exploiting the Potential of Social Networks by Family Farms in Croatia. In J. Katunar, (Ed.), N. Vretenar, (Ed.), J. Jardas Antonić, (Ed.), Agriculture Through Sustainability Perspectives (pp. 225-242). Rijeka: Sveučilište u Rijeci, Ekonomski fakultet. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:995858

Grgurić Čop, Nina. "Exploiting the Potential of Social Networks by Family Farms in Croatia." Agriculture Through Sustainability Perspectives, edited by Jana Katunar, edited by Nenad Vretenar, edited by Jelena Jardas Antonić, Sveučilište u Rijeci, Ekonomski fakultet, 2025, pp. 225-242. https://urn.nsk.hr/urn:nbn:hr:192:995858

Grgurić Čop, Nina. "Exploiting the Potential of Social Networks by Family Farms in Croatia." In Agriculture Through Sustainability Perspectives, edited by Jana Katunar, edited by Nenad Vretenar, edited by Jelena Jardas Antonić, 225-242. Rijeka: Sveučilište u Rijeci, Ekonomski fakultet, 2025. https://urn.nsk.hr/urn:nbn:hr:192:995858

Grgurić Čop, N. (2025) 'Exploiting the Potential of Social Networks by Family Farms in Croatia' in Katunar, J. (ed.), Vretenar, N. (ed.), Jardas Antonić, J. (ed.) Agriculture Through Sustainability Perspectives Rijeka: Sveučilište u Rijeci, Ekonomski fakultet, pp. 225-242. Available at: https://urn.nsk.hr/urn:nbn:hr:192:995858 (Accessed 02 April 2025)

Grgurić Čop N. Exploiting the Potential of Social Networks by Family Farms in Croatia. In: J. Katunar, ed., N. Vretenar, ed., J. Jardas Antonić, ed. Agriculture Through Sustainability Perspectives. Rijeka: Sveučilište u Rijeci, Ekonomski fakultet; 2025. Pp. 225-242. [cited 2025 April 02] Available at: https://urn.nsk.hr/urn:nbn:hr:192:995858

N. Grgurić Čop, "Exploiting the Potential of Social Networks by Family Farms in Croatia", Agriculture Through Sustainability Perspectives, J. Katunar, N. Vretenar and J. Jardas Antonić, Eds. Rijeka: Sveučilište u Rijeci, Ekonomski fakultet, 2025, pp. 225-242. [Online] Available at: https://urn.nsk.hr/urn:nbn:hr:192:995858

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Title (english)Exploiting the Potential of Social Networks by Family Farms in Croatia
AuthorNina Grgurić Čop
EditorJana Katunar
EditorNenad Vretenar
EditorJelena Jardas Antonić
Author's institutionUniversity of Rijeka
Faculty of Economics and Business
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
Family farms account for more than half of all registered agricultural entities in Croatia, making them essential not only for rural development but also for the economy. However, there is no unified, free platform for family farms to market their products and connect with consumers, leading to a market gap that social networks can help bridge. This chapter analyzes the Facebook pages of family farms across Croatia to determine the interrelation of the number of social networks the... More farm is active on and the diversity of posts on Facebook with the number of "likes" and follower engagement (reactions, comments, and shares on the last ten posts). The results indicate that the number of social networks brings about only an increase in the number of "likes", while the diversity in Facebook posts attracts both more "likes" and greater follower engagement. The findings also point to the family farms’ underutilization of the social network potential in relation to sharing essential information (location, main activity), brand development and promotion of family farms from specific regions and trades. Family farms should thus put more effort into social networking. They should offer delivery through these channels, increase posting frequency, and collaborate with social media influencers. Less
Keywords (english)
Languageenglish
Publication typeScientific paper - Chapter in Book
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Book titleAgriculture Through Sustainability Perspectives
Numberingpp. 225-242
ISBN978-953-7813-91-8 (PDF)
URN:NBNurn:nbn:hr:192:995858
Publication2025-03-11
Type of resourceText
PublisherSveučilište u Rijeci, Ekonomski fakultet
Publishing placeRijeka
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) icon
Created on2025-03-24 14:00:12
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