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 …

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 …

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 …

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 …

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 …