Brand pages in social media provide companies with a competitive marketing tool to create
added value for their firms and customers. Past studies suggest that understanding what …

Social media and loyalty programs are mainstays of contemporary marketing, but despite
their prominence—and their potential synergies—the two are seldom researched together …

The last decade has seen a considerable increase in entertainment-oriented communication
techniques. Likewise, the rise of social networks has evolved, offering different formats such …

Although brand pages on social media platforms are burgeoning, companies frequently
have difficulty in sustaining customer relationships on their brand pages. Consequently, this …

This study aims to understand the influence of relational benefits of Facebook brand/fan
page towards relationship commitment among Generation Y. Additionally, this study also …

Purpose Online brand is becoming a popular and major gateway for consumers for booking
various services specifically when they travel for several purposes. The present study aims …

The social commerce represents a new form of electronic commerce mediated by social
networking sites. It provides companies with competitive tools for online promotion, and it …

This paper explores the role of local government Facebook pages in citizen engagement by
focusing on two councils in Aotearoa New Zealand, the Dunedin City Council (DCC) and the …

This comparative study analyses the effectiveness of the communications delivered via
Facebook by two Spanish airlines, Iberia and Air Europa. Using various indicators, the …

Purpose The purpose of this paper is to examine European citizen engagement for
enhancing emergency management and, more specifically, in the context of the terrorist …