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
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