Consumer Engagement on Facebook: The Role of Comments in Travel Agency Brand Interactions in Poland

Strzębicki Dariusz ()
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Strzębicki Dariusz: Institute of Economics and Finance, Warsaw University of Life Sciences 166 Nowoursynowska St., 02-787 Warsaw, Poland

Marketing of Scientific and Research Organizations, 2025, vol. 55, issue 1, 56-68

Abstract: This article explores the role of Facebook posts as a tool for building consumer engagement with the travel agency community. A quantitative content analysis of the posts of Poland’s largest travel agencies reveals that while promotional posts received the most likes, interactive posts generated greater engagement in the form of more comments. Smaller agencies in some cases outperformed larger competitors in terms of comment frequency, highlighting the importance of content strategy. Analysis of the sentiment expressed in the comments showed the prevalence of mostly positive or neutral comments, with companies effectively managing negative comments. The findings suggest that interactive posts foster deeper consumer engagement, highlighting the need for travel agencies to diversify their content strategy and actively engage their audiences. The study recommends that travel agencies strive to optimize social media engagement by balancing promotional posts with interactive posts that encourage discussion, such as questions, surveys and other posts not related to advertising the products on offer. Moreover, analyzing sentiment in such comments can help refine a brand’s communication strategy, improving consumer relationships and brand perception.

Keywords: online marketing; social media marketing; travel agencies; post comments (search for similar items in EconPapers)
JEL-codes: M M3 M31 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:55:y:2025:i:1:p:56-68:n:1004

DOI: 10.2478/minib-2025-0004

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