Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands

PurposeThis study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in social media, namely, relationship formation, engagement creation and engagement contribution, for European wine brands.Desig...

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Bibliographic Details
Published in:Journal of research in interactive marketing 2022-12, Vol.16 (4), p.615-632
Main Authors: Vlachvei, Aspasia, Notta, Ourania, Koronaki, Eirini
Format: Article
Language:English
Subjects:
Behavior
Customer satisfaction
Customers
Data analysis
Digital media
Emotions
Empirical analysis
Impact analysis
Longitudinal studies
Marketing
Qualitative analysis
Small & medium sized enterprises-SME
Social networks
Wineries & vineyards
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Summary:PurposeThis study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in social media, namely, relationship formation, engagement creation and engagement contribution, for European wine brands.Design/methodology/approachBoth quantitative and qualitative content analyses are conducted; a panel data analysis validates the impact of content type on the three stages of CE in social media.FindingsThe results indicate that remunerative content is the most consistent and promising strategy for enhancing all three stages of CE in social media. Social content motivates consumers to interact with wine brands by commenting, which is the most demanding and time-consuming form of engagement.Practical implicationsThe empirical results offer valuable directions for managers and marketers of European wine brands on creating and maintaining optimal interactive engagement in all three stages with their Facebook communities over the long run.Originality/valueThis study is one of the first to empirically examine, through objective measurement, how content type affects the three stages of CE in social media. The case of European wine brands is examined, over time, through a panel data analysis.
ISSN:2040-7122
2040-7130
DOI:10.1108/JRIM-12-2020-0275