Online Engagement Factors on Posts in Food Facebook Brand Pages in Greece

Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


Social Networking Sites are now considered to be a crucial channel of marketing communication with consumers. Food firms and food brands, use them intensively in order to promote them and earn market share in this difficult and competitive market. In order to promote food products through SNS, brand posts should attain high levels of engagement, as it is also true in other industries. The aim of this research is to assess the factors that increase engagement levels of food brand’s Facebook posts. More specifically, 12 brand pages concerning food products, and 501 posts are examined, to find the features of posts that drew the attention of consumers. Our results suggest that the vividness of content (images), posting in working days, and positive/negative reactions increase the engagement levels and the popularity of posts, while status, videos and posting time does not have a significant effect on the engagement levels and popularity of a post. Our results provide insight in realizing how users engage with brand posts in Facebook using reactions, especially for food products, and offer suggestions for further research.


Social media marketing Facebook Engagement Facebook reactions Food Greece 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.University of Western MacedoniaKoila KozaniGreece
  2. 2.University of the AegeanMyrinaGreece

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