The primary goal of this study is to investigate the financial returns to firms' communication
actions on a firm-initiated social media platform by focusing on Facebook Business pages …

Despite the increasing attention paid to the business value of social media, it is still not clear
how they affect firm performance. This study theorizes and empirically examines how firms' …

The social media space has become a common place for communication, networking, and
content sharing. Many companies seek marketing and business opportunities via these …

Embodying a new gestalt in firm-customer communication, social media is a nascent yet
critical concern for researchers and practitioners alike. Organizations lack valid and reliable …

In this study we examine the effect of customers' participation in a firm's social media efforts
on the intensity of the relationship between the firm and its customers as captured by …

Purpose The purpose of this paper is to investigate the impact of different ways of message
framing on users' engagement behavior regarding the brand posts on Facebook and to …

We examine the impact of firm social media engagement on sales performance, answering
“whether,”“what,” and “how” questions. The study uses a quasi-experimental design in a …

Given the unprecedented reach of social media, firms are increasingly relying on it as a
channel for marketing communication. The objective of this study is to examine the effect of …

Purpose The purpose of this study is to examine how customers' perceptions of brands'
social media interactivity impact customer engagement behaviors (CEBs)(eg customer …

Many companies are now using social media such as Facebook for advertising and
marketing purposes. To understand how using social media affects a company's business …