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

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

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

Customer engagement has emerged as a vital component in social media marketing
strategies, prompting considerable interest from both marketers and academics. This study …

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

This research examines customer engagement in social media (CESM) using a meta-
analytic model of 814 effect sizes across 97 studies involving 161,059 respondents …

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 …

The advent of social media has changed the way customers and organisations interact.
Customers have transformed from passive recipients of marketing content, to active …

Purpose The purpose of this study is to outline a conceptual framework for customer
engagement in the context of social media for emerging markets. Three competing models …