Evaluating Social Media Marketing in the Greek Winery Industry

被引:2
|
作者
Bitakou, Effrosyni [1 ]
Karetsos, Sotirios [1 ]
Ntalianis, Filotheos [2 ]
Ntaliani, Maria [1 ]
Costopoulou, Constantina [1 ]
机构
[1] Agr Univ Athens, Informat Lab, 75 Iera Odos St, Athens 11855, Greece
[2] Univ Piraeus, Dept Business Adm, 80 M Karaoli & A Dimitriou St, Piraeus 18534, Greece
关键词
social media marketing; analytics tools; winery industry; businesses; consumers; COVID-19; Greece;
D O I
10.3390/su16010192
中图分类号
X [环境科学、安全科学];
学科分类号
08 ; 0830 ;
摘要
In recent years, wineries have incorporated social media into their marketing strategies to promote their products and services. They offer wineries the opportunity to interact with their customers in real time, allowing them to share their experiences, preferences, and feelings, and create a sense of community. The objective of this paper is to investigate digital presence and consumer engagement and reactions in social media used by the Greek winery industry, using a three-step methodology. The study focuses specifically on Facebook and Instagram and compares data for the period between 2019 and 2022, including the COVID-19 outbreak, collected from the profiles of 311 Greek wineries using a social media analytics tool. The contribution of this work lies in demonstrating the change in consumers' engagement and reactions witnessed on wineries' profiles. The outcomes indicate consistently limited interactions on these profiles, reflecting low levels of consumer engagement and overall reactions across social media platforms. These findings underscore the necessity for additional research into wineries' marketing strategies and the motivations driving user engagement. The proposed methodology can be used as a social media brand engagement approach that aids brands in attracting audience attention and fostering active participation in various business sectors.
引用
收藏
页数:22
相关论文
共 50 条
  • [31] Social Media and Marketing Worldwide
    Dudic, Branislav
    Mittelman, Alexandra
    Vojtechovsky, Jaroslav
    NEW TECHNOLOGIES, DEVELOPMENT AND APPLICATION VII, VOL 2, NT-2024, 2024, 1070 : 271 - 278
  • [32] The future of social media in marketing
    Appel, Gil
    Grewal, Lauren
    Hadi, Rhonda
    Stephen, Andrew T.
    JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2020, 48 (01) : 79 - 95
  • [33] Customizing Social Media Marketing
    Schulze, Christian
    Scholer, Lisa
    Skiera, Bernd
    MIT SLOAN MANAGEMENT REVIEW, 2015, 56 (02) : 8 - 10
  • [34] Social media in marketing communication
    Guelle, M. Tayfun
    TURKISH LIBRARIANSHIP, 2014, 28 (03) : 439 - 441
  • [35] The Social Media Marketing Book
    不详
    ECONTENT, 2010, 33 (02) : 16 - 16
  • [36] Social Media Marketing For Dummies
    Harrison, Kelly A.
    TECHNICAL COMMUNICATION, 2011, 58 (01) : 77 - 78
  • [37] Social Media in Sport Marketing
    Peetz, Ted B.
    SPORT MANAGEMENT REVIEW, 2014, 17 (03) : 390 - 390
  • [38] THE TEACHING OF SOCIAL MEDIA MARKETING
    Tuten, Tracy
    Solomon, Michael
    Ladik, Daniel
    Marketing Dynamism & Sustainability-Things Change, Things Stay the Same..., 2015, : 475 - 475
  • [39] Media: Social Marketing of Terrorism
    Tiwari, Priyanka
    Mehrotra, Sakshi
    INDIAN JOURNAL OF PSYCHOLOGICAL SCIENCE, 2014, 4 (02): : 80 - 83
  • [40] Social Media Marketing For Adolescents
    Mas-Tur, Alicia
    Tur-Porcar, Ana
    Llorca, Anna
    PSYCHOLOGY & MARKETING, 2016, 33 (12) : 1119 - 1125