IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-319-48454-9_57.html
   My bibliography  Save this book chapter

Greek Wineries on Facebook Wall

In: Advances in Applied Economic Research

Author

Listed:
  • Aspasia Vlachvei

    (Western Macedonia University of Applied Sciences)

  • Evita Grigoriou

    (Technological Institute of Western Macedonia)

  • Ourania Notta

    (Alexander Technological Educational Institute of Thessaloniki)

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.

Suggested Citation

  • Aspasia Vlachvei & Evita Grigoriou & Ourania Notta, 2017. "Greek Wineries on Facebook Wall," Springer Proceedings in Business and Economics, in: Nicholas Tsounis & Aspasia Vlachvei (ed.), Advances in Applied Economic Research, chapter 0, pages 849-859, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-48454-9_57
    DOI: 10.1007/978-3-319-48454-9_57
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-319-48454-9_57. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.