Marketers utilize social media to achieve marketing objectives ranging from customer care to
advertising to commerce. Thus, social media marketing is the utilization of 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 …

This book focuses on the role of social media as the next major game-changer. Social media
has emerged as the defining trend in the last decade and continues to restructure …

Social media has established a new dynamic in marketing, enabling customers to engage
with brands in a variety of ways. This article aims to develop a comprehensive model of …

This article investigates individual-level antecedents and relational outcomes of social
media engagement. Social media engagement approached in this study is a three …

Drawing on social identity theory (SIT), this research investigates the role of university
content strategies on student experiences in social media brand communities (SMBCs). A …

Despite the known benefits offered by social media to create engagement in social
marketing programs, scholars have highlighted the need for more evidence-based, practical …

Social media allows people to freely interact with others and offers multiple ways for
marketers to reach and engage with consumers. Considering the numerous ways social …

As social media continue to gain in popularity, marketers are searching for a firm foundation
on which to base their strategic decisions regarding how to employ social media to engage …

How to implement social technology in business, spur collaborative innovation and drive
winning programs to improve products, services, and long-term profits and growth. The road …