... the very few studies which examines the role of integrative social media strategy on the box office success in the movie industry. This study emphasises the way firms can utilise the synergies across different social media platforms to achieve success in the movie industry. India Consumer engagement...

... “customer engagement” or any other selected keyword but were found to be irrelevant to the customer engagement discussion and were not considered. For instance articles such as “Building a targeted pharmacy customer engagement approach” by Hamilton (2009) and “Consumer engagement and the development...