Eureka! Institutional Repository

Ιn a modern society given the technological advancement and use and familiarity with it even from a very young age, it is logical to speak of a new communicative reality that is shaping the world stage by defining many aspects of everybody's everyday life from the point of view of his social behavior, but also of his consumer needs. The creation of others and the use of social media on a daily basis by millions of people, reflects precisely this new adaptation of the public to a new (and unrestricted) communication basis, inevitably creating new consumer behavior patterns that follow specific trends shaped by contexts of social networking and through the process of joining them. In other words, there is a formulation of consumer trends in a completely differen way from what has existed so far, namely through contact, product testing, and through a print or television campaign. In this task, by analyzing several factors, it will be precisely the dimension that social media can be a competitive advantage for companies in this area operating in a highly competitive and demanding quality marketplace. The main purpose of the work is to present a detailed picture of the impact of using social media through the process of exchanging views and information in a modern and sophisticated online environment. Also the development and creation of consumer behavior, which is able to positively or negatively affect the competitiveness of companies and in particular, as will be presented in this work, companies operating in the agri-food sector with their particular characteristics. This sector is for our country a very dynamic sector of our National Economy, where in recent years a large number of companies have invested in technology and specialization aiming at competitiveness and dynamics in an international economic environment. Presentation of the creation of appropriate adaptation strategies and methods of measuring return on investment, with the ultimate aim of having a positive effect on: a) brand building b) community building c) customer satisfaction and finally d) financial performance, that is, the desired increase in sales and profits is a major subject of examination. This is achieved through the use of social media and special emphasis will be placed on how this makes businesses more competitive and accessible in new markets than businesses that do not have the ability or willingness to adapt to the new communication and commercial data that has already been formed.