Although firms leverage social media platforms such as Facebook to engage with
customers, they often treat social media elements and other online marketing activities such …

Marketers utilize social media to achieve marketing objectives ranging from customer care to
advertising to commerce. Thus, social media marketing is the utilization of social media …

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 …

The primary goal of this study is to investigate the financial returns to firms' communication
actions on a firm-initiated social media platform by focusing on Facebook Business pages …

Purpose The concept of agility has been applied to several domains to help firms develop
the capability to quickly adjust their operations to cope and thrive in environments …

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 …

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 …

Social-media marketing has attracted increasing attention from marketers, being regarded
as one of the most important channels to communicate information about brands to …

This study examined the influence of consumer's brand familiarity and the information quality
of social media content on their involvement with a brand on the brand's social media pages …

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 …