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Social networking sites and Facebook have grown to become an important channel of interactive marketing communication with consumers for retail. The purpose of this paper is to examine the ways posts characteristics and reactions affect post popularity and engagement in retail brands Facebook pages.

In total, 18 retail brand pages out of the 120 most popular brand pages on Facebook in Greece are examined for a three months’ period (April–June 2016). In all, 2,627 posts are analyzed with the use of OLS regressions in order to identify the characteristics of posts that increase consumers’ engagement, including the newly introduced reaction feature.

The results suggest that richness of content (images and videos) and message length increase the engagement levels and the popularity of posts. Reactions have a positive effect on engagement, and negative reactions stronger than positive reactions, except in sharing. On the other hand, posting time does not seem to have a statistically significant impact on the engagement and popularity of a post.

The study was conducted during a period that reactions were only recently introduced by Facebook, therefore users and brands may not have been familiarized with their use.

The study contributes to the understanding of consumer engagement with retail brands’ pages on Facebook and social media, and the ways they use reactions and other ways of interactions with brand posts. The results can provide some insight to retailers on how to achieve higher levels of engagement for their brands through their Facebook pages, improving the effectiveness of social media marketing campaigns.

The findings contribute in understanding the ways users interact with brand posts in Facebook using reactions, using a number of popularity measures, providing useful insights about reactions, engagement and e-WoM, extending prior research.

The purpose of this paper is to investigate the usage of university Facebook (FB) groups and sites by undergraduate students seeking information about their departments and the ways these pages could be used to acquire students. The factors that can intensify the FB group activities of a university are examined as well as how FB can be used as a marketing tool to improve marketing campaigns.

The study investigates and compares two universities: the University of Novi Sad of the Republic of Serbia and the Technological Educational Institute of Western Macedonia, Greece. A structured questionnaire was used with samples of 343 and 300 students gathered in this survey.

An enhanced technology acceptance model oriented toward FB is presented and it is the conceptual background of the paper. Student demographics and behavioral characteristics of the FB group they enrolled on were determined. Common behavioral patterns of the usage tension of the FB group are also identified. Additionally, five factors were determined that can be used by university marketers to intensify engagement with the FB group.

Larger samples should be used for future research.

The paper proposes a marketing strategy a higher education institution should follow to more effectively use social networking sites as a marketing tool.

The purpose of this paper is to look inside the “black box” in corporate governance (CG) measurement, and shed some light on how to construct a transparent, reliable and valid index, considering equally both the academics and practitioners’ perspectives.

A synthesized literature review is presented and a CG index is developed combining the strengths of three different methodologies: the Delphi method, the classical test theory (CTT) and the analytic hierarchy process (AHP). This approach helps authors to break the process into separate steps and to select the appropriate techniques to support their decision regarding the norms, the criteria, the variables and the weights that someone should use to construct a CG index.

The authors’ analysis indicates that a well-designed CG index requires a combination of research methods to identify the best options to solve several methodological issues in index construction. For the application of this multi-methodology in Greece, the authors used two equal and independent samples to explore the different perspectives regarding the importance of the index criteria and sub-criteria. This process provides evidence that the opinion of academics and practitioners in Greece tend to converge. Moreover, it is found that this multi-methodology produces the highest variation in CG scores and ranking orders, as opposed to a traditional approach, in measuring CG disclosure, an important issue with econometric implications.

The limitations of this study are associated with the methods used.

This paper provides practical implications for investors and commercial vendors. For the former, it highlights the need to be more cautious and/or suspicious when they use CG ratings, meaning that they should comprehend the base of the ratings models, and for the latter, it demonstrates the importance of enhancing the transparency in CG indices construction.

The value of the paper lies in improved understanding of the methodological issues in constructing CG indices. This is quite interesting because this approach could serve as a roadmap for other researchers.