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Greek Wineries on Facebook Wall

Aspasia Vlachvei, Evita Grigoriou and Ourania Notta ()
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Evita Grigoriou: Technological Institute of Western Macedonia

Chapter Chapter 57 in Advances in Applied Economic Research, 2017, pp 849-859 from Springer

Abstract: Abstract The objective of this study is to provide an empirical analysis of the role of social media and especially Facebook, within marketing and communication strategies in case of Greek wineries. We use first the suggested by the literature metrics, to evaluate the wineries’ efforts and to measure their engagement, and second a content analysis is conducted, in order to explore how wineries use their Profile on Facebook to support their marketing and communication strategies. In order to achieve the above research aims, we use data from Facebook pages of 40 Greek wine firms, over a whole year 2015 period. According to our results, majority of the examined Greek wineries are not currently utilizing social media to their full effectiveness, when it comes to the ability to interact and engage with consumers, and could benefit from becoming even more innovative and creative when it comes to their social media strategies, in order to fully differentiate these efforts from traditional marketing methods.

Keywords: Greek wineries; Marketing; Facebook (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1007/978-3-319-48454-9_57

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