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 …

The aim of this chapter is to investigate and empirically validate the factors contributing to
consumer engagement on social media, particularly on Facebook brand pages. Using a …

The aim of this chapter is to investigate and empirically validate the factors contributing to
consumer engagement on social media, particularly on Facebook brand pages. Using a …

The development and increased use of social media by the consumers has brought new
challenges for brands and marketeers. Relying on the relational paradigm and being aware …

Executing effective posting strategies is becoming a key success factor in social media
marketing campaigns. This article aims to identify which types of posts are mostly effective in …

Despite all the marketing power social media marketing has, a major challenge it faces is
how to create meaningful content that ignites a spark with audiences. The purpose of this …

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 …

Purpose Brands have been progressively using social networking sites, namely, Facebook,
as part of their strategy to engage their consumers and ultimately build long-term …

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 …

The popularity of the social media has expanded in the recent years and a dynamic shift
from the traditional marketing into the social media marketing has been noted. Facebook …