Social Media Usage and Performance: Insights from Wine Industry Firms in Greece

Afroditi Kitta, Ourania Notta and Aspasia Vlachvei
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Afroditi Kitta: International Hellenic University
Ourania Notta: International Hellenic University
Aspasia Vlachvei: International Hellenic University

Chapter Chapter 30 in Advances in Applied Macroeconomics, 2025, pp 537-547 from Springer

Abstract: Abstract This paper investigates how entrepreneurs’ social media use affects profitability in Greek wine firms. Specifically, we investigate the effect of social media use, firm characteristics, firm size distribution in the industry, and financial constraints of the firm on its profitability. Panel data was pooled from a total of 71 Greek wine firms over 3 years. The results are indicative that firms contribute to achieve higher profitability, by using social media, minimizing short-term indebtedness, and creating strategic goals with long-term advantages.

Keywords: Social media use; Profitability; Leverage; Greek wineries; Firm age (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-76658-9_30

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DOI: 10.1007/978-3-031-76658-9_30

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