Corporate Facebook posts in the UK and Greece: a content analysis
by Kyriakos Riskos; Leonidas Hatzithomas; Christina Boutsouki; Yorgos Zotos
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 11, No. 3, 2017

Abstract: Despite the proliferation of research on the value of Facebook as a marketing tool, there is limited understanding on how companies use Facebook to interact with consumers. At the same time, very little is known about consumers' response to corporate Facebook posts. The present study adopts a cross-cultural approach and investigates (a) the differences in the content of corporate Facebook posts between the UK and Greece with respect to the use of informational and emotional content, and (b) consumers' response to these posts. A content analysis of 2000 corporate Facebook posts reveals that message content is country specific. UK corporate Facebook posts focus on informational content, whereas Greek corporate Facebook posts emphasise emotional content. Our results also reveal differences in the behaviour of Facebook users in the two countries. In the UK, corporate Facebook posts with informational content collect more 'Likes' compared to posts with non-informational content, whereas corporate Facebook posts with emotional content attain more 'Likes' than non-emotional posts in Greece.

Online publication date: Sat, 05-Aug-2017

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com