The Use of Digital Marketing Channels and Potential in Family Farms Producing Urfa Cheese: An Assessment in the Context of New Trends and Technologies

Year 2025, Volume: 9 Issue: Special, 142 - 152, 28.12.2025

Elif Tuba Salman , Gönül Sevinç

https://doi.org/10.31015/2025.si.22

Abstract

This study analyzes the attitudes, knowledge levels, and usage potential of family farms producing Urfa cheese towards digital marketing channels. Face-to-face interviews were conducted with 100 family farms in Şanlıurfa province using snowball sampling. Data were analyzed using descriptive statistics, Mann-Whitney U, and Kruskal-Wallis tests. Key findings reveal that while 64% of producers desire online sales, 57% lack sufficient digital marketing knowledge. Social media usage is widespread (83%), yet significant disparities exist based on age and education. Younger producers (≤39 years) demonstrate substantially higher digital marketing knowledge than older producers (≥51 years). Age and education emerge as the most significant determinants of digital marketing knowledge. Major challenges include inadequate storage facilities (58%) and limited out-of-province sales (38%), resulting in a 70–90% price gap between producers and retail outlets. The study recommends age- and education-differentiated digital marketing strategies, cooperative-based digital platforms, targeted infrastructure investments, and comprehensive training programs to support digital transformation across all producer segments.

Keywords

Digital marketing , Urfa cheese , Family farms , Traditional food products , Rural development

Ethical Statement

Approved by the Social and Human Sciences Ethics Committee of Harran University (Approval No: 2024/79, Date: 15.03.2024).

Supporting Institution

This research was supported by the Scientific Research Projects Unit of Harran University.

Project Number

24046

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