… sample of real-world brand experiences via social media. … While social media users may
frequent all three Platforms … regarding the type of social engagement that takes place. For …

… , a brand’s overt goal is to attract an audience by providing value, or gratification, through
its … directly to understanding engagement and customer experience with social media, as it …

… that users stick to social media to share travel experiences … apply the model to a sample of
mobile social media users, to … user engagement (active users/posters versus passive users/…

… gratification received by users through social media use impacts satisfaction with social
media use… The author clarifies that the gratifications through use of social media may vary …

… by being creative through customer engagement on social media channels. Facebook is very
… The audience choices are based on past experiences, intentional and motivated; hence, …

… synchronicity theory (MST) and examine how the use of different symbol sets (eg, images …
engagement on social media. We include uses and gratifications theory (UGT) in the model to …

… interacting with consumers on social media to increase consumer engagement and build a
… This scenario has widely happened in consumers’ daily experiences of using social media …

… The conceptual model in this study is situated on the principles of Uses and Gratifications, …
Based on an online survey of 713 Facebook users, we examine the model using structural …

… user profiles of Instagram in general but also the nuanced gratifications they obtain and the
nature of their engagement … potential negative effects of social media use on individuals, this …

… engages with SM. One framework that is well-suited for this investigation is uses and
gratifications (… less likely to experience emotional harm related to that use. Future research should …