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

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 …

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 …

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 …

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 …

Purpose–The purpose of this paper is to propose a comprehensive metric for customer
engagement in Facebook, the top social networking site. Design/methodology/approach …

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

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 …