Purpose In “Social media's slippery slope: challenges, opportunities and future research
directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to …

Academics and the business community are interested in learning how social media can
benefit (or harm) consumer‐brand engagement. As more branding activity goes social …

Purpose Organizations are investing heavily in social media yet have little understanding of
the effects of social media content on user engagement. This study aims to determine the …

Social media has become a norm for retailers seeking to engage actively with consumers.
There is growing evidence that some consumers choose not to engage with social media …

A lack of a consensus regarding what constitutes engagement in the context of social media
has made it difficult for scholars to generate theory in this area and has created challenges …

Purpose Recognising the potential of social media as an integral driver of communication
that can create engaged communities through dialogic or two-way conversations, this study …

Marketing researchers and practitioners are showing substantial interest in social media
communication, trying to understand the challenges and opportunities associated with this …

Purpose Based on the conceptual model of consumer engagement in a virtual brand
community, this study aims to investigate this phenomenon and gauges the validity of the …

Purpose–Online social media are dramatically changing the ways in which firms and their
consumers interact. The purpose of this paper is to analyze the role of social media …

Given the adoption rates of social media and specifically social networking sites among
consumers and companies alike, practitioners and academics need to understand the role …