Customer engagement (CE) is a marketing concept of great importance and the rise of
social media has further amplified the importance of this concept. Yet, our understanding of …

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 …

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 …

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

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

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 …

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

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 …

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 …