Brand Posts Characteristics, Reactions and Engagement on Facebook of Greek e-Shops Brand Pages

Social Networking Sites (SNSs) have greatly changed e-commerce by creating a new dimension in online buying and selling procedures, as e-shops use them to communicate with consumers, strengthening brand awareness and brand loyalty. In this paper, we investigate the characteristics of posts that increase engagement in e-shop brands’ pages on Facebook, examining the 10 most popular Greek e-shop pages. A total number of 1,616 posts were collected and analyzed, in order to identify the characteristics of posts that led to higher levels of engagement. Our research expands the relevant literature as we examined reactions that was a new feature of Facebook. Our results suggest that vividness of content (images, videos) do not have a positive effect on posts’ engagement, while message length and reactions increase the engagement of posts. These results provide an insight of the effect that newly introduced features have on engagement of brand posts in SNSs.