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Facebook Content Strategies: A Case Study of a Subsidiary Company in Greece

Amalia Triantafillidou (), Prodromos Yannas and Georgios Lappas
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Amalia Triantafillidou: Technological Education Institute of Western Macedonia
Prodromos Yannas: University of West Attica
Georgios Lappas: Technological Education Institute of Western Macedonia

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 191-198 from Springer

Abstract: Abstract The purpose of the present paper is to examine the types of Facebook content strategies used by a well-known brand based on the messages posted on its official Facebook page. Moreover, this study will identify which content strategies impact significantly and can predict users’ engagement with posts in terms of likes, shares, and comments. Toward this end, a content analysis was performed on the messages posted on the Greek Facebook page of Starbucks (a well-known coffee-store brand). In total 690 posts were analyzed and the following content strategies were used: product awareness, customer service, sales promotion, public relations, interactivity, and other. Based on the findings, the company mainly used the strategies of product awareness and promotion. The type of strategy used on Facebook posts had a significant impact on all three measures of users’ engagement. However, certain strategies proved to be more effective in enhancing users’ behaviors compared to others. The results offer important insights on what types of messages brands as well as companies could use in order to drive effectively their users’ engagement on Facebook.

Keywords: Content strategies; Facebook; Online behavioral engagement; Brands (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_22

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