Purpose Organizations are investing heavily in social media yet have little understanding of the effects of social media content on user engagement. This study aims to determine the …
Social media marketing efforts have been considered an essential role for businesses to stay in the competition and ensure the prosperity of the business world. This study aims to …
R Dolan, S Goodman - Journal of Hospitality and Tourism Management, 2017 - Elsevier
Despite the growing popularity of social media as a platform for communication, little research explores the use of communication within these platforms from both the brand and …
W Tafesse - Journal of Product & Brand Management, 2016 - emerald.com
Purpose This study aims to propose an experiential model of consumer engagement focusing on Facebook brand pages. Building on the brand experience literature, the study …
Purpose This study aims to use social media data to identify brand communication strategies on Facebook. The analysis uncovers trends and statistics regarding engagement rates. This …
The advent of social media has changed the way customers and organisations interact. Customers have transformed from passive recipients of marketing content, to active …
The hospitality and tourism industries now acknowledge that engaging with customers via social media is an essential element of marketing strategy. Given the high variability of …
S Vinerean, A Opreana - Journal of Theoretical and Applied Electronic …, 2021 - mdpi.com
Customer engagement has emerged as a vital component in social media marketing strategies, prompting considerable interest from both marketers and academics. This study …
Purpose Based on the conceptual model of consumer engagement in a virtual brand community, this study aims to investigate this phenomenon and gauges the validity of the …