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Which Brand’s Posts Drive Customer Engagement? Evidence from Greek Wine Brands’ Posts

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Aspasia Vlachvei

    (University of Western Macedonia)

  • Ourania Notta

    (International Hellenic University)

Abstract

The aim of this work is first to contribute to a deeper understanding on which posts drive consumer engagement through literature review and second to investigate how various firm-determined characteristics of brand’s social media posts affect different types of customer engagement on brands’ posts, in case of Greek wineries’ Facebook brand pages. According to the results informative, rewarding, and relational content promote customer engagement on brand’s Posts. Relational content affects customer engagement through the increase of reactions and comments while rewarding content increase the shares and the comments. The results also support that network size matters and that working hours are better time to post. Finally, richness of the brand post increase engagement only in the case of reactions.

Suggested Citation

  • Aspasia Vlachvei & Ourania Notta, 2024. "Which Brand’s Posts Drive Customer Engagement? Evidence from Greek Wine Brands’ Posts," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Teresa Borges-Tiago & Flavio Tiago (ed.), Strategic Innovative Marketing and Tourism, pages 421-429, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-51038-0_46
    DOI: 10.1007/978-3-031-51038-0_46
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