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 …

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 …

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 …

This paper identifies the reasons that make consumers actively engage on Facebook brand
pages. By adopting the Uses and Gratification Theory, this article presents a number of uses …

Marketers today use social networking sites as their communication channel to promote their
brands. There is a growing importance to this media to increase consumer's online …

The new communication tool of our current era is certainly Facebook because it is the most
commonly used social network application in the world. Therefore, consumers perceive …

In today's marketing environment, engaging consumers through Facebook pages has
become a crucial task for hospitality and tourism marketers. Building upon the Uses and …

Social media's importance is increasing rapidly in the business world as in the lives of
individuals (Bitiktas et al., 2020). Thus, customer engagement (CE) in co-creating customer …

This research explores the posting quantity and posting types most likely to create brand
engagement on Facebook brand-fan pages. Using content analysis, the study explores five …

Online social networking has become an essential part of our daily life. It also has changed
the way consumers receive and exchange company or brand-specific information …