The aim of this work is first to contribute to a deeper understanding on which posts drive
consumer engagement through literature review and second to investigate how various firm …

Abstract Social Networking Sites are now considered to be a crucial channel of marketing
communication with consumers. Food firms and food brands, use them intensively in order …

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

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 …

Many businesses nowadays have acknowledged social media's presence and many of
them have made their brands present on social media applications such as Facebook. To …

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

Directly engaging consumers with brand messages (posts) is one advantage of social
networking sites. Using consumer engagement as a theoretical framework, the current study …

Purpose Social networking sites and Facebook have grown to become an important channel
of interactive marketing communication with consumers for retail. The purpose of this paper …

INSIRA AQUI O TÍTULO: e aqui o subtítulo, se houver Page 1 ASSIBERCOM Associação
Ibero-Americana de Pesquisadores da Comunicação XV Congresso IBERCOM, Universidade …

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 …