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 The purpose of this study is to identify the customer perceptions of social media
brand post characteristics that drive consumer engagement with the brand post …

Purpose–Online social media are dramatically changing the ways in which firms and their
consumers interact. The purpose of this paper is to analyze the role of social media …

Customer engagement behaviours (CEB) on social media have the potential to strengthen
relationships between firms and customers. However, there have been no systematic …

Purpose The purpose of this paper is to investigate the effect of brand's social media
marketing efforts and individual's online social interaction propensity on various levels of …

Purpose An increasing number of brands are using algorithms to embed brand-related
content to targeted consumers' social media pages. This paper aims to analyze how do …

Purpose Based on the conceptual model of consumer engagement in a virtual brand
community, this study aims to investigate this phenomenon and gauges the validity of the …

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 …

Given the unprecedented reach of social media, firms are increasingly relying on it as a
channel for marketing communication. The objective of this study is to examine the effect of …

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 …