Purpose: This study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in social media, namely, relationship formation, engagement creation and engagement contribution, for European wine brands.Design/methodology/approach: Both quantitative and qualitative content analyses are conducted; a panel data analysis validates the impact of content type on the three stages of CE in social media.Findings: The results indicate that remunerative content is the most consistent and promising strategy for enhancing all three stages of CE in social media. Social content motivates consumers to interact with wine brands by commenting, which is the most demanding and time-consuming form of engagement.Practical implications: The empirical results offer valuable directions for managers and marketers of European wine brands on creating and maintaining optimal interactive engagement in all three stages with their Facebook communities over the long run.Originality/value: This study is one of the first to empirically examine, through objective measurement, how content type affects the three stages of CE in social media. The case of European wine brands is examined, over time, through a panel data analysis.

Understanding what drives sustainable consumer behavior is crucial for effective green marketing strategies. We set out to explore the mechanisms explaining the relationships between environmental attitudes, perceived environmental knowledge, and green consumption values on consumer behaviors, specifically the mediating roles of receptivity to green communication and social media engagement with environmentally friendly firms. We also investigated the moderating role of information seeking in these relationships. Data were collected through a survey of 610 Greek respondents between May and July 2024 and analyzed using IBM SPSS and AMOS version 23. Findings show significant and positive paths between green consumption values and receptivity to green communication, e-word-of-mouth intention, food behavior, and other environmental behaviors, while receptivity to green communication and social media consumers’ engagement with environmentally friendly firms has a significant and positive impact on e-word-of-mouth intention and food behavior. Findings reveal that credible and detailed communication is essential for engaging information-seeking consumers, who are more critical of green messages.