Exploring the Motivation to Follow Small Brands on Social Media

Maria Grigoriadou and Agisilaos Konidaris ()
Additional contact information
Maria Grigoriadou: Ionian University
Agisilaos Konidaris: Ionian University

A chapter in Strategic Innovative Marketing and Tourism, 2024, pp 827-835 from Springer

Abstract: Abstract Social media have impacted numerous aspects of consumers’ social life, including consumer behavior and the consumer—brand relationship. Consumer behavior is evolving though social platforms and is shaping the perceptions and the actions of customers towards brands. As a result, more and more brands are seeking visibility through social networks, establishing an online presence, trying to trigger interaction and engagement with consumers. This paper explores consumer motivation to interact and engage with small travel brands on social media and highlights elements of the brands that make them more appealing to consumers. The paper also identified consumer attributes that make them more willing to engage with small travel brands on social media. The findings of this paper help map the factors that play a key role on the intention of a consumer to follow and engage with a small brand, while there are clear strategies indicated on how a small brand can meet the consumers’ expectations and leverage on potential cross sell opportunities. The research outputs indicate that there are distinct follower groups in terms of interaction with travel brands with unique characteristics that can be leveraged for a more effective brand positioning. In addition, there are remarkable findings on the repetitive nature of buying behavior for people following small travel brands and the potential cross sell opportunities that arise. The findings of this paper may be considered as a roadmap for small brands to improve customer engagement and consumer buying behavior.

Keywords: Social media; Travel brands; Consumer motivation (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-51038-0_89

Ordering information: This item can be ordered from
http://www.springer.com/9783031510380

DOI: 10.1007/978-3-031-51038-0_89

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().