RT info:eu-repo/semantics/article
T1 Measuring the consumer engagement related to social media: the case of franchising
A1 Calderón Monge, Esther
A1 Ramírez-Hurtado, José M.
K1 Consumer engagement
K1 Franchising
K1 Social media
K1 Facebook
K1 Twitter
K1 Consumidores-Conducta
K1 Consumer behavior
K1 Franquicias
K1 Franchises (Retail trade)
K1 Redes sociales en Internet
K1 Online social networks
AB 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.
PB Springer
SN 1389-5753
YR 2022
FD 2022-12
LK http://hdl.handle.net/10259/9674
UL http://hdl.handle.net/10259/9674
LA eng
NO This research has been partially financed by the Ministerio de Economía, Industria y Competitividad de España, Project ECO2017-89452-R.
DS Repositorio Institucional de la Universidad de Burgos
RD 22-dic-2024