Many agencies have selected Facebook, one of the most popular social media platforms in
Vietnam, as their primary communication and connection channel in their units due to its …

Purpose This paper fulfills a prominent need to examine some overlooked predictors of
consumer engagement in an online setting. This study aims to explore whether and how …

Brand pages on social networking sites represent excellent vehicles for customer
relationship management. These pages enable companies to interact with their customers …

Abstract [eng] The aim of the research–to determine the impact of consumer engagement
behaviour in social media communication on brand equity by linking the antecedents of …

This paper investigates the time-varying effect of customer engagement behaviour on brand
performance in a social media context. Over 350,000 comments were retrieved from car …

Social media has increased the integration of marketing and PR. Consequently, due to this
transition, businesses increasingly value customer relations above transactional marketing …

This paper investigates sufficient strategies and tactics in social media environment with
focus on engagement mechanism and its reflection on social media experiences. One of the …

Nowadays, a strong brand is one of the most valuable assets of a company. In order to
obtain this asset, the growing ranks of enterprises decide to include social media in their …

Companies use social media to foster ongoing relationships with customers. One specific
way companies do this is by fostering brand communities through fan pages on social …

Social media is a boon and a powerful tool in hands of marketers to connect with its
customers. Over 90% of marketers are using social media as a marketing tool (Shaffer & …