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Engaging Customers On Facebook Coffee Shops' Brand-Fan Pages

Author

Listed:
  • Lucia Ferencakova

    (Faculty of Management, Comenius University in Bratislava, Bratislava, Slovak Republic)

  • Krzysztof Gajdka

    (Department of Marketing, University of Entrepreneurship and Law Prague, Czech Republic)

  • Vaclav Netek

    (Department of Marketing, University of Entrepreneurship and Law Prague, Czech Republic)

  • Pavel Kapoun

    (Department of Marketing, University of Entrepreneurship and Law Prague, Czech Republic)

Abstract

Social media's importance is increasing rapidly in the business world as in the lives of individuals (Bitiktas et al., 2020). Thus, customer engagement (CE) in co-creating customer experience and value is receiving increasing attention from business practitioners and academics alike (Brodie, 2011). The study aims to examine content strategy on coffee shops' Facebook brand-fan pages in terms of differences in the length of the text part of the posted content and its impact on customer engagement. Using the Fanpage karma web application, we collected a total number of 1254 of 10 coffee shops' brand-fan pages posts published on Facebook during the year 2019. We found that there is a statistically significant difference between text length according to post type (status, photo, video, link) (p=0.0007), and also customer engagement differs depending on post type (p=0.0009). Surprisingly we also revealed that in text length, there is a statistically significant difference only between photo and status types of posts (p-Value=0.0009) and in customer engagement (CE), only between the photo and video types of posts (p-Value=0.0044). Results of linear regression also were not able to support hypothesis, that the shortest length of the text leads to higher customer engagement (CE). The study extends the research on customer engagement (CE) and expands the knowledge about the Facebook content strategy of coffee companies. Finally, it offers recommendations for future research in the examined area.

Suggested Citation

  • Lucia Ferencakova & Krzysztof Gajdka & Vaclav Netek & Pavel Kapoun, 2020. "Engaging Customers On Facebook Coffee Shops' Brand-Fan Pages," International Journal of Entrepreneurial Knowledge, Center for International Scientific Research of VSO and VSPP, vol. 8(1), pages 65-75, June.
    • Handle: RePEc:jek:journl:v:8:y:2020:i:1:p:65-75
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    Cited by:

    1. Jaroslav Belas & Beata Gavurova & Lenka Novotna & Lubos Smrcka, 2022. "Examination of Differences in Using Marketing Tools in the Management of SMEs in the Visegrád Group Countries," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(60), pages 447-447, April.
    2. Igor Fedorko & Richard Fedorko & Beata Gavurova & Radovan Bačík, 2021. "Social media in the context of technology acceptance model," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 9(1), pages 519-528, September.

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