Which Brand’s Posts Drive Customer Engagement? Evidence from Greek Wine Brands’ Posts

Aspasia Vlachvei and Ourania Notta ()
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Aspasia Vlachvei: University of Western Macedonia
Ourania Notta: International Hellenic University

A chapter in Strategic Innovative Marketing and Tourism, 2024, pp 421-429 from Springer

Abstract: Abstract The aim of this work is first to contribute to a deeper understanding on which posts drive consumer engagement through literature review and second to investigate how various firm-determined characteristics of brand’s social media posts affect different types of customer engagement on brands’ posts, in case of Greek wineries’ Facebook brand pages. According to the results informative, rewarding, and relational content promote customer engagement on brand’s Posts. Relational content affects customer engagement through the increase of reactions and comments while rewarding content increase the shares and the comments. The results also support that network size matters and that working hours are better time to post. Finally, richness of the brand post increase engagement only in the case of reactions.

Keywords: Brand’s posts; Customer engagement; Content analysis; Greek wineries’; Social media (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-51038-0_46

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DOI: 10.1007/978-3-031-51038-0_46

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