Today's consumer markets are characterized by an increasing market saturation and
product homogenization, two factors that have led to fierce competition among companies …

Purpose This paper aims to look at the effects of different levels of involvement (high and
low) on social media (Facebook) users' engagement (likes, shares and comments) with …

Purpose The study aims to provide a theoretical framework of how information,
entertainment and social interaction value associated with automotive Facebook brand …

We describe the effect of social media advertising content on customer engagement using
data from Facebook. We content-code 106,316 Facebook messages across 782 companies …

Organizations continue to invest in marketing strategies through various social media
platforms in order to enhance engagement. Building engagement is said to help companies …

Despite the importance of relevant and engaging information offered by business-to-
business (B2B) companies to enhance customer engagement on social media platforms …

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

In this special issue, the Marketing Intelligence & Planning presents a series of papers
associated with Online Relationship Marketing. Relationship marketing involves the …

The article discusses different angles of customer engagement phenomenon and aims to
provide an outline of the debate within which the phenomenon can be further investigated. It …

The fundamental purpose of the study is to measure the effect of social media marketing on
consumer involvement. Many organizations invest a massive amount of money in social …