Dolan, Rebecca; Conduit, Jodie; Fahy, John; Goodman, Steve - In: International Journal of Wine Business Research 29 (2017) 1, pp. 2-19
Purpose This study aims to use social media data to identify brand communication strategies on Facebook. The analysis … 12-month period informed this study. Descriptive analysis was undertaken to examine the social media communication … strategies of these brands. The impact of these strategies on engagement metrics is also examined. Findings The findings …