Social Media Engagement: What Matters? An Empirical Study on Greek Agri-Food Firms

Afroditi Kitta, Ourania Notta and Aspasia Vlachvei
Additional contact information
Afroditi Kitta: International Hellenic University
Aspasia Vlachvei: University of Western Macedonia

Chapter Chapter 61 in Advances in Empirical Economic Research, 2023, pp 977-991 from Springer

Abstract: Abstract The use of social media has changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through improved brand awareness, increased sales, and customer engagement. However, significant challenges exist through targeted customer segmentation and content creation that will lead to the success of corporate social media strategy and customers will fulfill their personal expectations. The objective of this chapter is to investigate the structure, the content type, and the consumer engagement of 2.238 Facebook posts in the case of Greek agri-food firms. Post segmentation based on post content type and consumer engagement has created four distinct and significant groups. Marketing implications are discussed for these segments in order to contribute the knowledge of social media engagement in Greek agri-food firms.

Keywords: Engagement; Content; Community participation; Interactive marketing; Create knowledge; Digital social media (search for similar items in EconPapers)
Date: 2023
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:978-3-031-22749-3_61

Ordering information: This item can be ordered from
http://www.springer.com/9783031227493

DOI: 10.1007/978-3-031-22749-3_61

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 ().