Although there are several marketing implications that have been considered in the context
of social media marketing, less attention has been paid to the influence of antecedents of …

Purpose The purpose of this study is to identify the customer perceptions of social media
brand post characteristics that drive consumer engagement with the brand post …

Purpose This paper fulfills a prominent need to examine some overlooked predictors of
consumer engagement in an online setting. This study aims to explore whether and how …

Purpose The purpose of this paper is to investigate the effect of brand's social media
marketing efforts and individual's online social interaction propensity on various levels of …

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

The increasing use of social media has changed how firms engage their brands with
consumers in recent times. This triggered a need for this research to further our …

Purpose This paper aims to investigate how brands' social media activities (credible content
delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines …

Purpose An increasing number of brands are using algorithms to embed brand-related
content to targeted consumers' social media pages. This paper aims to analyze how do …

The social behavioral perspective is under-researched in the extant literature. This hinders
the holistic understanding of social media brand engagement. This study examines the …

Purpose Through the lens of self-determination theory (SDT), the purpose of this paper is to
examine the influence of autonomous and controlled motivational regulations in driving …