This study investigates which characteristics of the social media posts of small firms in
Tasmania, Australia elicit higher levels of consumer engagement. Results from an analysis …

The advent of social media has changed the way customers and organisations interact.
Customers have transformed from passive recipients of marketing content, to active …

The study examined the influence social media marketing has on customer engagement.
The study was decided to be investigated as we can see that organizations spending on …

Factors influencing customer engagement on Facebook have been extensively analyzed but
there are barely evidences if those factors also effect customer engagement on Instagram. A …

Social media has become a norm for retailers seeking to engage actively with consumers.
There is growing evidence that some consumers choose not to engage with social media …

Purpose Recognising the potential of social media as an integral driver of communication
that can create engaged communities through dialogic or two-way conversations, this study …

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 The purpose of this study is to examine how customers' perceptions of brands'
social media interactivity impact customer engagement behaviors (CEBs)(eg customer …

Purpose In “Social media's slippery slope: challenges, opportunities and future research
directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to …

The proliferation of social media platforms and corresponding consumer adoption in recent
years has precipitated a paradigm shift, significantly altering the ways customers engage …