Digital technologies have become critical to businesses for their engagement, sales, and
other marketing-related activities. However, despite massive attention over the last few …

Consumer-brand engagement on social media is a widely studied research topic with high
relevance for marketing practitioners. However, the discipline is affected by a conceptual …

Purpose The nature of digital media channels are important factors in explaining consumers'
behavior over the Web, and specifically on social network sites (SNS). The purpose of this …

Social media offer brands new opportunities to interact with their customers. This paper
focuses on consumer brand engagement (CBE) and its social facet in the context of brand …

Untitled Page 1 Page 2 SOCIAL MEDIA MARKETING Page 3 Page 4 SOCIAL MEDIA
MARKETING Tracy L. Tuten 5th EDITION Page 5 1 Oliver’s Yard 55 City Road London EC1Y …

Purpose The proliferation of social commerce websites has allowed consumers to share and
exchange information, experiences, advice and opinions. Recently, information provided by …

Purpose The purpose of this study is to analyse the antecedent (Consumer Involvement)
and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three …

Purpose The aim of the present study is twofold. First, it measures Facebook users'
experience in a holistic way by taking into account the various dimensions of Facebook …

Purpose Although recent research appreciates that consumers increasingly interact with
brands in brand communities and that brand engagement is an important and complex …

Managers today face many challenges when using social media in their marketing
strategies. Drawing from social media literature, this study introduces a new framework to …