Given the increasing importance of using social media to maintain consumer engagement,
brands design posts using different characteristics that interact with each other to generate …

Brands are increasingly using social media to create and manage posts to initiate and
maintain consumer engagement. Based on the theory of consumer engagement, a …

Purpose: Fashion companies are using an increasing amount of resources to generate
social mediacontent to provoke an impact and engage customers. A wrong message or …

The increased popularity of such social media as Facebook and Twitter among consumers
has opened up opportunities for the development of new business models of online …

Purpose Social media brand platforms have become a popular means for engaged
customers to share information and experiences with brands and other customers. However …

In recent years, Facebook and other social media have become key players in branding
activities. However, empirical research on consumer–brand interactions on Facebook is still …

Purpose: Social media is increasingly drawing the attention and interest of business-to-
business (B to B) organizations. Yet, B to B organizations remain cautious in their social …

The use of social media channels has been growing significantly, bringing a third of the
worldwide population online. Thus, brands' presence in online channels has become critical …

Purpose Despite the significance of online communication and interactions, previous
research has not systematically compared all features on a single platform from the users' …

Driving consumer–brand engagement and co-creation by brand interactivity | Emerald Insight
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