2024
DOI: 10.1007/978-3-031-51038-0_46
|View full text |Cite
|
Sign up to set email alerts
|

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

Aspasia Vlachvei,
Ourania Notta

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 … Show more

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

0
0
0

Publication Types

Select...

Relationship

0
0

Authors

Journals

citations
Cited by 0 publications
references
References 30 publications
0
0
0
Order By: Relevance

No citations

Set email alert for when this publication receives citations?