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

In: Advances in Empirical Economic Research

Author

Listed:
  • Afroditi Kitta

    (International Hellenic University)

  • Ourania Notta

    (International Hellenic University)

  • Aspasia Vlachvei

    (University of Western Macedonia)

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.

Suggested Citation

  • Afroditi Kitta & Ourania Notta & Aspasia Vlachvei, 2023. "Social Media Engagement: What Matters? An Empirical Study on Greek Agri-Food Firms," Springer Proceedings in Business and Economics, in: Nicholas Tsounis & Aspasia Vlachvei (ed.), Advances in Empirical Economic Research, chapter 0, pages 977-991, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-22749-3_61
    DOI: 10.1007/978-3-031-22749-3_61
    as

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