SOCIAL MEDIA FOR PROMOTION AND COMMERCIALIZATION IN FAMILY FARMING: a resource application perspective

Family farming provides food diversity worldwide. If, on the one hand, there is its productive efficiency, within the scope of the management of diverse cultures, on the other hand, there is the challenge in the promotion and commercialization of family farming products. This article seeks to, through a Systematic Literature Review (SLR) and the use of the StArt tool, analyze the research published in the databases Scopus and Web of Science, so as to verify the use of social media for promotion and commercialization in family farming. The results indicate that the use of social media in family farming is beneficial, bringing positive results, however, it lacks incentives, investments, and attention from public policies.