We are confident this Special Issue will generate scholarly discussion and debate, as well
as act as a catalyst in advancing marketing-based engagement research. We thank each of …

Organizations continue to make investments in social media with the hope that it will help
their sales force in improving engagement with customers. The academic literature on social …

More than 4 billion unique users are now using different social media platforms. This
provides firms with a new avenue to connect and converse with their targeted customers in a …

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

Highlights•A concise review of some recent publications on customer engagement (CE) in
the online domain is presented.•The review reveals that CE in the digital age is of …

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 …

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 …

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 …

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 applications have been extensively used and adopted by individuals and
organisations in most aspects of daily life. Likewise, researchers have spent much effort in …