The role of social media in promoting custom furniture: a case study in the Greek market

Abstract

This research examines how small furniture businesses—especially those focused on custom-made products—can use social media to grow their brand and attract more customers. The project focuses on the Greek market, where local craftsmanship still holds value, but digital tools are becoming increasingly important. Also, with so many people using sites including Instagram, Facebook, Pinterest, and YouTube every day, the question is: how can a small furniture store differentiate and interact with its online audience? To Investigate this: 266 people were asked about their views, behaviors, and preferences on how social media shapes business success. Younger people, particularly those between 20 and 35, tend to believe that social media helps businesses flourish. Instagram has proved to be the most used platform for looking at and interacting with furniture content, most likely due to the furniture’s visual appeal. Positive responses also came from behind-the-scenes videos, client reviews, and short-form video material. Fascinatingly, factors like degree of education or willingness to pay more for premium or environmentally friendly furniture seemed to have no bearing on people's views of social media's impact on business. The strongest link was age: younger people trust social media more regarding brand interaction and shopping. Based on the results, I advise small furniture companies to concentrate on visually appealing, real, consistent content, particularly on Instagram. When done correctly, social media can be a great (and reasonably priced) tool for small businesses expanding in a crowded industry.