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Articles (239)

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1-10 of 239 results for Social media brand engagement

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Select article: Social Media Marketing Activities,Brand Community Engagement and Brand Loyalty: Modelling the Role  of Self-brand Congruency with Moderated Mediation Approach

Retricted access

Research article

First published 2024

Social Media Marketing Activities,Brand Community Engagement and Brand Loyalty: Modelling the Role  of Self-brand Congruency with Moderated Mediation Approach

Shubhi Changani, Rakesh Kumar

Global Business Review

Select article: Platform or Content Strategy? Exploring Engagement With Brand Posts on Different Social Media Platforms

Open access

Research article

First published 2023-10

Platform or Content Strategy? Exploring Engagement With Brand Posts on Different Social Media Platforms

Zheng Shen

Sage Open

Select article: How Online Incivility Affects Consumer Engagement Behavior on Brands’ Social Media

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Research article

First published 2023-2

How Online Incivility Affects Consumer Engagement Behavior on Brands’ Social Media

Jeremy S. Wolter, Todd J. Bacile, Pei Xu

Journal of Service Research

Select article: Mapping methods of research on consumer engagement with brands on social media: A literature review

Open access

Research article

First published 2021-1

Mapping methods of research on consumer engagement with brands on social media: A literature review

Petra Audy Martínek

Methodological Innovations

Select article: Consumer Brand Engagement in Social Media: Conceptualization,Scale Development and Validation

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Research article

First published 2014-5

Consumer Brand Engagement in Social Media: Conceptualization,Scale Development and Validation

Linda D. Hollebeek, Mark S. Glynn, Roderick J. Brodie

Journal of Interactive Marketing

Select article: Shaping Brand Loyalty through Social Media Influencers: The Mediating Role of Follower Engagement and Social Attractiveness

Open access

Research article

First published 2024-4

Shaping Brand Loyalty through Social Media Influencers: The Mediating Role of Follower Engagement and Social Attractiveness

Suhaib Ahmed, Tahir Islam, Abdul Ghaffar

Sage Open

Select article: Enhancing Consumer Social Media Brand Engagement: An Examination of the Interactive Influence of Perceived Utilitarian and Hedonic Benefit

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Research article

First published 2025

Enhancing Consumer Social Media Brand Engagement: An Examination of the Interactive Influence of Perceived Utilitarian and Hedonic Benefit

Re-an Müller, Isaac Sewornu Coffie, Natasha de Klerk [...]

Business Perspectives and Research

Select article: Influenced or to be influenced: Engaging social media influencers in nation branding through the lens of authenticity

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Research article

First published 2022-6

Influenced or to be influenced: Engaging social media influencers in nation branding through the lens of authenticity

Xiufang (Leah) Li, Juan Feng

Global Media and China

Select article: Battle of Influence: Analysing the Impact of Brand-Directed and Influencer-Directed Social Media Marketing on Customer Engagement and Purchase Behaviour

Open access

Research article

First published 2025-2

Battle of Influence: Analysing the Impact of Brand-Directed and Influencer-Directed Social Media Marketing on Customer Engagement and Purchase Behaviour

Ashish Kumar, Daniel Rayne, Jari Salo [...]

Australasian Marketing Journal

Select article: Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience

Open access

Research article

First published 2021-10

Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience

Xi Chen, Chunlan Jiao, Ran Ji [...]

Sage Open

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