... content typology framework in which firms can consider implementing effective content typology strategies for the older consumer segment. The following section reviews the literature on content typology, consumer engagement and online brand advocacy (OBA). Then, the paper clarifies the methodology used...

... literature review of consumer engagement in social media, the concept has been dimensionalized in terms of antecedents and consequences in quite varied ways. It has been approached as a set of different products and consumer-related factors, but also of factors pertaining to content and social media platform...