… engagement within the context of social media networks. This research, however, is one
of the first to explore this from a firm level … engagement on social media from the firm-level …

… active social media engagement and informative … -level analysis (for consumer behavior),
it may not be applicable to an examination of the impact of FGC content strategy at the firm level…

… in the engagement volume … the firm’s tweets, it has not considered the followers’ response.
In additional analysis, I find that changes in engagement volume incrementally explain the firm…

… firm engagement in media marketing activities is mainly related to the exogenous variables
of the firm… firm marketing content on firm performance at the firm level. From the distribution of …

… As such, we argue that a firm promoting its content via social media (FGC) should be considered
a part of an outside-in integrated marketing communications scheme (Finne & Gronroos…

… audiences in a media-fragmented world. Whereas most studies on engagement have
focused on static firm-customer relationships, this study examines engagement from a dynamic, …

… Section 2 presents the theoretical background of the study on customer engagement and
social media engagement. Section 3 describes the methodology used for conducting the …

… consequences of the firm’s … ’ engagement with firms on social media is informative to capital
market participants. I use Twitter to examine my research question and define engagement …

… first on brand engagement in B2B firms rather than … firms. Moreover, it does this through
the employee lens, rather than the lens of the firm; it explores how employees engage with firms …

… media in the marketing and R&D interface. This study aims to advance the current understanding
of social media engagement … the role of social media in facilitating improved marketing …