...Fedric Kujur; Saumya Singh Purpose The purpose of this study is to propose a theoretical model of how content-related factors, social factors and perceptual factors influence consumer engagement in brand social networking sites (SNSs) pages and further how consumer engagement behavior influences...

...Weiling Zhuang; Maxwell K. Hsu; Kristen L. Brewer; Qian Xiao Purpose The purpose of this paper is to better understand the relationships between the paradoxes of social networking sites (SNSs) and users' loyalty toward these websites. Design/methodology/approach This study surveyed 180...

... differences between online versus traditional WOM, and has important implications for marketing practitioners. Recognizing this trend, marketers have begun leveraging social networking sites (e.g. MySpace, Facebook, LinkedIn, and Twitter) in order to generate awareness, interest, and ultimately product...

... Consumer behaviour Social media Social networking sites Brands Communities Brand community Facebook Customer engagement Relationship benefits Customer loyalty Customer satisfaction Brand communities offer both firms and customers new ways to engage with each other. Whilst companies aim...