Using Social Networking Sites as Sales Strategic Tool: the case of gastronomy-based businesses

The use of social networks by small and medium entrepreneurs (SMEs) is becoming increasingly frequent, mainly due to the opportunity to advertise and sell their products on the platforms. This study aims to understand how SMEs in the food industry use social media platforms to increase the sales potential of their businesses. The analysis was performed from exploratory case studies, and the study objects were four SMEs in the food industry. Data collection allowed us to analyze how SMEs developed – or not – a strategy for the use of social networks and the resulting impacts. From the results, it can be concluded the importance of the elaboration and implementation of a strategy for the use of social networks on the growth of sales.