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 …

The topic of customer engagement via social media is receiving increasing consideration in
the literature. Previously, scholars' use of the notion and dimensionality of customer …

Social media have become pervasive communication tools, creating connections and
opportunities for customer engagement. They have redefined simple dyadic interactions …

Customer engagement behaviours (CEB) on social media have the potential to strengthen
relationships between firms and customers. However, there have been no systematic …

Past research has examined some possible customer engagement antecedents. However,
extant studies investigated the impact of these factors on customer engagement in isolation …

The rise of new media channels in the last few years has changed the ways customers
communicate and exchange information. Managing customer relationships through social …

Social media have become mainstream in today's global economic and social environment
and, therefore, they have attracted significant research and managerial attention. They play …

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 …

How customers and consumer behavior have been changing due to technology and other
forces is of prime interest. This book addresses the central questions regarding new …

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