Increasingly, firms' social media (SM) use is on the rise; therefore, effective communication
on SM remains a challenge for firms in the digital era. This study explores firms' different SM …

Purpose–This paper aims to investigate what activities allow the firm to efficiently and
effectively integrate social media into its strategic marketing activities. Design/methodology …

Traditionally, consumers used the Internet to simply expend content: they read it, they
watched it, and they used it to buy products and services. Increasingly, however, consumers …

Purpose This paper aims to develop a richer, more complete understanding of how firms
define and consider customer engagement on social networks. The research builds from the …

Purpose Through social media technologies, small and medium-sized enterprises (SMEs)
can communicate information and respond to competitors with minimal cost. The ability to …

Embodying a new gestalt in firm-customer communication, social media is a nascent yet
critical concern for researchers and practitioners alike. Organizations lack valid and reliable …

Social media has recently received increased attention from practitioners and academics.
Although social media helps build relationships, no academic study to date has investigated …

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 …

Companies when strategizing are looking for innovative ways to have a competitive
advantage over their competitors. One way in which they compete is by the adoption of …

Purpose The purpose of this paper is to examine antecedents of customer engagement on
social media and how these platforms can enhance customers' continuation intention …