DC FieldValueLanguage
dc.contributor.authorYannas, Prodromos-
dc.contributor.authorLappas, Georgios-
dc.contributor.authorTriantafillidou, Amalia-
dc.date.accessioned2024-05-28T09:46:39Z-
dc.date.available2024-05-28T09:46:39Z-
dc.date.issued2019-01-01-
dc.identifierscopus-85105910714-
dc.identifier.isbn9783030124526-
dc.identifier.issn21987254-
dc.identifier.issn21987246-
dc.identifier.other85105910714-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2474-
dc.description.abstractThe purpose of the present paper is to examine the types of Facebook content strategies used by a well-known brand based on the messages posted on its official Facebook page. Moreover, this study will identify which content strategies impact significantly and can predict users’ engagement with posts in terms of likes, shares, and comments. Toward this end, a content analysis was performed on the messages posted on the Greek Facebook page of Starbucks (a well-known coffee-store brand). In total 690 posts were analyzed and the following content strategies were used: product awareness, customer service, sales promotion, public relations, interactivity, and other. Based on the findings, the company mainly used the strategies of product awareness and promotion. The type of strategy used on Facebook posts had a significant impact on all three measures of users’ engagement. However, certain strategies proved to be more effective in enhancing users’ behaviors compared to others. The results offer important insights on what types of messages brands as well as companies could use in order to drive effectively their users’ engagement on Facebook.en_US
dc.language.isoenen_US
dc.relation.ispartofProceedings of the 7th International Conference "Strategic Innovative Marketing and Tourism"en_US
dc.relation.ispartofseriesSpringer Proceedings in Business and Economicsen_US
dc.subjectBrandsen_US
dc.subjectContent strategiesen_US
dc.subjectFacebooken_US
dc.subjectOnline behavioral engagementen_US
dc.titleFacebook Content Strategies: A Case Study of a Subsidiary Company in Greeceen_US
dc.typeConference Paperen_US
dc.relation.conference7th International Conference "Strategic Innovative Marketing and Tourism" (ICSIMAT), 17-22 October 2018, Athenian Riviera, Greeceen_US
dc.identifier.doi10.1007/978-3-030-12453-3_22en_US
dc.identifier.scopus2-s2.0-85105910714-
dcterms.accessRights0en_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.identifier.spage191en_US
dc.identifier.epage198en_US
dc.linkhttps://www.scopus.com/record/display.uri?eid=2-s2.0-85105910714&origin=inward&txGid=5a33f9c40bd8a8966f4015cc53ed91b6en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.journalsSubscriptionen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.cerifentitytypePublications-
item.languageiso639-1en-
item.openairetypeConference Paper-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0001-9286-7135-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου
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