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 …

Brands allocate their social media advertising across multiple platforms such as Facebook,
Twitter, Instagram, and YouTube. Because consumers use multiple social media, brand …

This study examines how consumers' engagement with social media platforms drives
engagement with advertising embedded in these platforms and, subsequently, evaluations …

We describe the effect of social media advertising content on customer engagement using
data from Facebook. We content-code 106,316 Facebook messages across 782 companies …

Despite the increasing use of social media sites to engage consumers, the consumer brand
engagement construct is still in its infancy. This study aims to contribute to existing social …

Increasing consumer engagement is a cornerstone of companies' social media efforts.
However, how social media brand engagement behavior affects brand performance remains …

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

Using a six-dimension uses and gratifications (U&G) framework, we explore how social
media use motivations drive consumers' online brand-related activities (COBRAs …

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 …