...Tariq Samarah; Pelin Bayram; Hasan Yousef Aljuhmani; Hamzah Elrehail Purpose This study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand...

...Ana Margarida Barreto; Diogo Ramalho Purpose This paper aims to look at the effects of different levels of involvement (high and low) on social media (Facebook) users' engagement (likes, shares and comments) with different types and formats of brand content. Design/methodology/approach...