In recent years, social media have become a popular channel through which customers and
companies can interact. However, companies struggle to assess whether their investments …

In this study we examine the effect of customers' participation in a firm's social media efforts
on the intensity of the relationship between the firm and its customers as captured by …

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 …

The implementation of social media technology in a firm's marketing strategy has been
adopted by some forward-thinking sales forces. Sharing content and building a network of …

Organizations continue to make investments in social media with the hope that it will help
their sales force in improving engagement with customers. The academic literature on social …

Social media platforms allow for the integration of online and offline experiences for
customers and brand relationships. Firms must understand which moves are the best to …

Social media have changed how buyers and sellers interact, and increased involvement
through social media may yield positive results for sales organizations if salespeople utilize …

In recent years, social media becomes a new communication channel in marketing. Social
media facilitate improved targeting and play a critical role in marketing operations. We …

This study presents an empirical test of an integrative framework based on the Unified
Theory of Acceptance and Use of Technology, capturing what drives salesperson social …

Purpose This paper aims to develop a richer, more complete understanding of how firms
define and consider customer engagement on social networks. The research builds from the …