Purpose The purpose of this paper is to examine antecedents of customer engagement on
social media and how these platforms can enhance customers' continuation intention …

Marketing researchers and practitioners are showing substantial interest in social media
communication, trying to understand the challenges and opportunities associated with this …

Purpose Given the widespread popularity of social media such as Facebook, Twitter and
Instagram, understanding consumer-brand engagement behavior within social media is …

Embodying a new gestalt in firm-customer communication, social media is a nascent yet
critical concern for researchers and practitioners alike. Organizations lack valid and reliable …

Purpose This study explores some central questions related to the connections between
social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the …

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 purpose of this study is to examine how firms implement social media systematically to
drive strategic marketing actions. To this end, the study conceptualises social media …

This study investigates the mediating effect of brand experience on the relationship between
customer motivation and engagement behavior and conceptualizes customer motivation …

A key issue for marketers resulting from the dramatic rise of social media is how brand
pages can be leveraged to engage customers and enhance relationships with brands. The …

Past research has examined some possible customer engagement antecedents. However,
extant studies investigated the impact of these factors on customer engagement in isolation …