From Clicks to Cravings: Exploring the Role of Social Platforms in Food Product Promotion

This paper explores the significant impact of social media platforms on promoting food products within the Albanian market. In today's digital era, social media has transformed marketing strategies, offering food producers unparalleled opportunities for visibility, engagement, and influence. Through an extensive review of existing literature and case studies specific to Albania, this study investigates the various ways in which social platforms facilitate the promotion of food products in the Albanian context. It examines how brands leverage targeted marketing, user-generated content, influencer collaborations, and real-time feedback to reach and resonate with their Albanian audience. Additionally, the paper analyzes the challenges and opportunities presented by social media algorithms, ethical considerations, and shifting consumer preferences within the Albanian food industry. By understanding the dynamics of social media marketing within the Albanian market, businesses can develop tailored strategies to enhance brand awareness, foster consumer loyalty, and drive sales in this unique cultural and economic landscape.   Received: 2 May 2024 / Accepted: 30 June 2024 / Published: 5 July 2024