Greek Food Manufacturing Firms’ Social Media Efforts: Evidence from Facebook

The objective of this study is to examine which are the main firms’ social media efforts that influence consumer behaviour using data from Greek food manufacturing firms. We use as indicators of Facebook efforts three variables - intensity, richness, and responsiveness. Posts are also categorized according to their nature (photos, videos, links and texts). The sample is divided into different groups in terms of the industry that firms belong, in order to investigate if there significant differences between the groups. In order to achieve the above research aims, we use data from Facebook pages of 70 firms over March- June 2014 period. Our results show that Greek food manufacturing firms that are involved with social media, adopted successfully new trends give efforts into providing rich information through Facebook and actively responding to consumers’ messages.