2026-04-21T05:24:15Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/96742024-11-09T01:05:08Zcom_10259_9622com_10259_5086com_10259_2604col_10259_9623
Repositorio Institucional de la Universidad de Burgos
author
Calderón Monge, Esther
author
Ramírez-Hurtado, José M.
2024-11-08T08:36:36Z
2024-11-08T08:36:36Z
2022-12
1389-5753
http://hdl.handle.net/10259/9674
10.1007/s10660-021-09463-2
1572-9362
The appearance of social media has fostered consumers chatting with each other, comparing and recommending products and services. In the case of franchising, social media take on a yet greater importance due to brands having to achieve the expansion of their chains selecting new franchisees. The aim of this paper is, on the one hand, to analyze the activity of franchise chains in social media -Facebook and Twitter- and, on the other hand, to measure the engagement which social media users show with franchise brands or chains. Quantitative data from Spanish franchisors (N = 53 and N = 46) was collected by means of the Fanpage Karma and Twitonomy tools. The PRGS model and statistical tests were used for the analysis of the data. The results show that the activity of the chains in social media is different according to the sector in which the chain is operating. Conclusions are also drawn regarding the characteristics of franchising chains.
eng
Consumer engagement
Franchising
Social media
Facebook
Twitter
Measuring the consumer engagement related to social media: the case of franchising
info:eu-repo/semantics/article
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URL
https://riubu.ubu.es/bitstream/10259/9674/1/Calderon-ecr_2022.pdf
File
MD5
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application/pdf
Calderon-ecr_2022.pdf