Social networks provide companies with great opportunities to build relationships with
consumers. Currently, almost every company has their own brand page in social networks …

Social media such as Facebook, Twitter, Youtube or Wikipedia have become an important
element of the communication mix in a number of organizations. A subcategory of Social …

Social networks change the way how companies conduct their marketing activities. Potential
customers become part of companies' marketing activities instead of just being passive …

Social media has changed the marketing landscape into transparent and interactive. New
services have emerged where consumers have the power but where companies are …

The process of communicating with consumers has changed dramatically with the rise of
social media, as social networking sites have established themselves as a legitimate, direct …

This article investigates the role of Facebook in the establishment of relationships between
brands and their fans, extending the link between relationship marketing and online …

To enhance consumer brand experience, marketers are increasing engagement in brand
communities by using social media technology enabling them to interact directly with …

In the online marketing there is currently a growing interest in dig ital interactivity, especially
in consumer activity in social media. Infor mation technology is empowering consumers, and …

Purpose Consumer engagement has been designated as an approach to describing online
interactions that more comprehensively reflects the nature of consumers' interactive …

Facebook brand pages have become a popular social media marketing tool. Currently, they
are being integrated as one of the main components in any brand's marketing strategy and …