ENGAGING CUSTOMERS ON FACEBOOK COFFEE SHOPS' BRAND-FAN PAGES

Ferencakova, L., Gajdka, K., Netek, V. & Kapoun, P. (2020). Engaging Customers on Facebook Coffee Shops' Brand-Fan Pages. International Journal of Entrepreneurial Knowledge, 8(1), 65-75. doi: 10.37335/ijek.v8i1.110

  • Lucia Ferencakova Faculty of Management, Comenius University in Bratislava, Bratislava, Slovak Republic
  • Krzysztof Gajdka Department of Marketing, University of Entrepreneurship and Law Prague, Czech Republic
  • Vaclav Netek Department of Marketing, University of Entrepreneurship and Law Prague, Czech Republic
  • Pavel Kapoun Department of Marketing, University of Entrepreneurship and Law Prague, Czech Republic
Keywords: social, networks, Facebook, customer, engagement, content

Abstract

Social media's importance is increasing rapidly in the business world as in the lives of individuals (Bitiktas et al., 2020). Thus, customer engagement (CE) in co-creating customer experience and value is receiving increasing attention from business practitioners and academics alike (Brodie, 2011). The study aims to examine content strategy on coffee shops' Facebook brand-fan pages in terms of differences in the length of the text part of the posted content and its impact on customer engagement. Using the Fanpage karma web application, we collected a total number of 1254 of 10 coffee shops' brand-fan pages posts published on Facebook during the year 2019. We found that there is a statistically significant difference between text length according to post type (status, photo, video, link) (p=0.0007), and also customer engagement differs depending on post type (p=0.0009). Surprisingly we also revealed that in text length, there is a statistically significant difference only between photo and status types of posts (p-Value=0.0009) and in customer engagement (CE), only between the photo and video types of posts (p-Value=0.0044). Results of linear regression also were not able to support hypothesis, that the shortest length of the text leads to higher customer engagement (CE). The study extends the research on customer engagement (CE) and expands the knowledge about the Facebook content strategy of coffee companies. Finally, it offers recommendations for future research in the examined area.

Author Biographies

Lucia Ferencakova, Faculty of Management, Comenius University in Bratislava, Bratislava, Slovak Republic

Lucia Ferencakova, Mgr.

Department of Marketing, Faculty of Management, Comenius University in Bratislava, Odbojarov 10,

820 05 Bratislava, Slovak Republic, https://www.fm.uniba.sk, lucia.ferencakova@fm.uniba.sk.

Lucia Ferencakova is a doctoral student. She focuses his research efforts on the adoption of social media in SMEs.

Krzysztof Gajdka, Department of Marketing, University of Entrepreneurship and Law Prague, Czech Republic

Krzysztof Gajdka, doc. Mgr., Ph.D., MBA.

Department of Marketing, University of Entrepreneurship and Law Prague, Vltavska 585/14, 150 00 Praha 5, Czech Republic, https://www.vspp.cz/, krzysztof.gajdka@vspp.cz.

In addition to his academic activities, the associate professor Gajdka works as an expert in the field of media communication. He is actively involved in advising on external political and electoral media communication for the most important Polish political entities.

Vaclav Netek, Department of Marketing, University of Entrepreneurship and Law Prague, Czech Republic

Vaclav Netek, doc. Ing., CSc.

Department of Marketing, University of Entrepreneurship and Law Prague, Vltavska 585/14, 150 00 Praha 5, Czech Republic, https://www.vspp.cz/, vaclav.netek@vspp.cz.

Associate professor Netek focuses his research activities in the area of industrial marketing and economics and management of small and medium-sized enterprises in the field of services.

Pavel Kapoun, Department of Marketing, University of Entrepreneurship and Law Prague, Czech Republic

Pavel Kapoun, Mgr., Ph.D.

Department of Marketing, University of Entrepreneurship and Law Prague, Vltavska 585/14, 150 00 Praha 5, Czech Republic, https://www.vspp.cz/, pavel.kapoun@vspp.cz.

Doctor Kapoun is a specialist in the field of public relations, media and information education, marketing, and communication. He has extensive experience in the use of information technology.

Published
2020-06-30