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Social Media Usage and Performance: Insights from Wine Industry Firms in Greece

Author

Listed:
  • Afroditi Kitta

    (International Hellenic University)

  • Ourania Notta

    (International Hellenic University)

  • Aspasia Vlachvei

    (International Hellenic University)

Abstract

This paper investigates how entrepreneurs’ social media use affects profitability in Greek wine firms. Specifically, we investigate the effect of social media use, firm characteristics, firm size distribution in the industry, and financial constraints of the firm on its profitability. Panel data was pooled from a total of 71 Greek wine firms over 3 years. The results are indicative that firms contribute to achieve higher profitability, by using social media, minimizing short-term indebtedness, and creating strategic goals with long-term advantages.

Suggested Citation

  • Afroditi Kitta & Ourania Notta & Aspasia Vlachvei, 2025. "Social Media Usage and Performance: Insights from Wine Industry Firms in Greece," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-76658-9_30
    DOI: 10.1007/978-3-031-76658-9_30
    as

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