Evaluating Social Media Marketing in the Greek Winery Industry

Effrosyni Bitakou (), Sotirios Karetsos, Filotheos Ntalianis, Maria Ntaliani and Constantina Costopoulou
Additional contact information
Effrosyni Bitakou: Informatics Laboratory, Agricultural University of Athens, 75 Iera Odos St., 11855 Athens, Greece
Sotirios Karetsos: Informatics Laboratory, Agricultural University of Athens, 75 Iera Odos St., 11855 Athens, Greece
Filotheos Ntalianis: Department of Business Administration, University of Piraeus, 80 M. Karaoli & A. Dimitriou St., 18534 Piraeus, Greece
Maria Ntaliani: Informatics Laboratory, Agricultural University of Athens, 75 Iera Odos St., 11855 Athens, Greece
Constantina Costopoulou: Informatics Laboratory, Agricultural University of Athens, 75 Iera Odos St., 11855 Athens, Greece

Sustainability, 2023, vol. 16, issue 1, 1-22

Abstract: In recent years, wineries have incorporated social media into their marketing strategies to promote their products and services. They offer wineries the opportunity to interact with their customers in real time, allowing them to share their experiences, preferences, and feelings, and create a sense of community. The objective of this paper is to investigate digital presence and consumer engagement and reactions in social media used by the Greek winery industry, using a three-step methodology. The study focuses specifically on Facebook and Instagram and compares data for the period between 2019 and 2022, including the COVID-19 outbreak, collected from the profiles of 311 Greek wineries using a social media analytics tool. The contribution of this work lies in demonstrating the change in consumers’ engagement and reactions witnessed on wineries’ profiles. The outcomes indicate consistently limited interactions on these profiles, reflecting low levels of consumer engagement and overall reactions across social media platforms. These findings underscore the necessity for additional research into wineries’ marketing strategies and the motivations driving user engagement. The proposed methodology can be used as a social media brand engagement approach that aids brands in attracting audience attention and fostering active participation in various business sectors.

Keywords: social media marketing; analytics tools; winery industry; businesses; consumers; COVID-19; Greece (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/16/1/192/pdf (application/pdf)
https://www.mdpi.com/2071-1050/16/1/192/ (text/html)

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:gam:jsusta:v:16:y:2023:i:1:p:192-:d:1307170

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().