ABSTRACT
The undertaken research focused on recognizing the impact of the popularization of presenting agriculture-related content in social media and the formation of the level of food consumers’ trust towards farmers and the agricultural sector. A survey questionnaire was to verify how agricultural producers present on social media are perceived by consumers and what effects such presence may bring from the consumers’ point of view. The research results showed that the content presented in social media promotes the image of Polish agriculture as modern and trustworthy. Social media, against the background of media such as television, radio and press, remain unrivaled. Respondents indicated exceptionally high levels of trust toward small farm owners. Among the most desired content in social media, they pointed to information relating to the practices of agricultural production – in terms of both crop and livestock production. After combining the results of the survey and the literature review, one can conclude that the presence of farmers in social media is conducive to building their image as trustworthy and, in addition, facilitates the implementation of marketing activities and promotes consumer interest in products made directly on their farms.
