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This article explores how firms' unresponsiveness to Black customer feedback influences Black (vs. White) customers' perceived firm-based discrimination and brand engagement.

Two experimental studies (Study 1(N1) = 254) and Study 1(N2) = 484) are conducted to test the modeled relationships. The data are analyzed using ANOVA, PROCESS Model 4 and PROCESS Model 7.

The findings suggest that though perceived discrimination remains modest in all conditions, Black (vs. White) respondents report higher perceived discrimination when the firm fails to respond to a Black customer's negative or neutral (but not positive) brand-related feedback on social media. The results also indicate that Black (vs. White) customers exhibit lower engagement through perceived discrimination in the case of the firm's unresponsiveness to a Black customer's negative and neutral (but not positive) brand-related feedback regardless of the manager's race.

Prior research on intercultural service encounters and ethnic differences in consumer engagement on social media are combined to examine the relationship between customer race and perceived discrimination based on the firm's unresponsiveness to customers' social media posts.

Manipulations were created based on a fictitious e-tailer. Thus, it is recommend that future researchers examine the extent to which the findings hold for existing (r)etailers. In addition, future studies using secondary data could provide additional evidence for the findings.

Managerial attention is accentuated among customer feedback responsiveness, engagement and perceived firm discrimination. Managers are encouraged to adopt communication strategies that complement the firm's strategy and social media presence.

The purpose of this study is to investigate the mediating effects of customer engagement on the relationships between customer's perceived values of social media advertising (SMA) and customer response, as well as the moderated mediating effect of media involvement.

The sample was drawn from integrated resort tourists who use WeChat to browse advertisements of Macau integrated resorts. A total of 221 valid questionnaires were collected after three weeks of data collection.

Results showed that the hedonic value and utilitarian value of SMA have a significant positive impact on customer response through customer engagement with SMA respectively and media involvement moderates the mediating effect of customer engagement on SMA.

This study reveals the influence mechanism of social media advertising value on consumer response and pioneering attempts to highlight the moderated mediating effect of media involvement.

As social media platforms become increasingly popular among service firms, many US hospitals have been using social media as a means to improve their patients’ experiences. However, little research has explored the implications of social media use within a hospital context. The purpose of this paper is to investigate a hospital’s customer engagement through social media and its association with customers’ experiential quality. Also, this study examines the role of a hospital’s service characteristics, which could shape the nature of the interactions between patients and the hospital.

Data from 669 hospitals with complete experiential quality and demographic data were collected from multiple sources of secondary data, including the rankings of social media friendly hospitals, the Hospital Compare database, the Center for Medicare and Medicaid (CMS) cost report, the CMS impact file, the Healthcare Information and Management Systems Society Analytics database and the Dartmouth Atlas of Health Care. Specifically, the authors designed the instrumental variable estimate to address the endogeneity issue.

The empirical results suggest a positive association between a hospital’s social media engagement and experiential quality. For hospitals with a high level of service sophistication, the association between online engagement and experiential quality becomes more salient. For hospitals offering various services, offline engagement is a critical predictor of experiential quality.

A hospital with more complex services should make efforts to engage customers through social media for better patient experiences. The sample is selected from databases in the US, and the databases are cross-sectional in nature.

Not all hospitals may be better off improving the patient experience by engaging customers through social media. Therefore, practitioners should exercise caution in applying the study’s results to other contexts and in making causal inferences.

The current study delineates customer engagement through social media into online and offline customer engagement. This study is based on the theory of customer engagement and reflects the development of mobile technology. Moreover, this research may be considered as pioneering in that it considers the key characteristics of a hospital’s service operations (i.e., service complexity) when discovering the link between customers’ engagement through a hospital’s social media and experiential quality.

The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments characterized by frequent changes. Despite the soaring number of social media users and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity (CBBE). This paper aims to address this gap by adapting the construct to social media (i.e. perceived social media agility) and exploring its impact on customer engagement and CBBE.

This paper conducted an online survey with 200 adult subjects. This paper used multivariate regression analyzes to empirically test a scale for perceived social media agility and explore its impact on CBBE and customer engagement, along with the moderating role of customer change-seeking behavior.

The study results show that perceived social media agility directly and indirectly (through customer engagement) positively influences CBBE. Also, results show that the positive impact of perceived social media agility on CBBE is further magnified for customers high on change-seeking. However, customer change-seeking does not affect the strength or direction of the impact of perceived social media agility on customer engagement.

This paper contributes to social media literature by adapting and testing a measurement scale for the construct of perceived social media agility and exploring its role in enhancing customer engagement and CBBE.

Social media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.

The authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.

This study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.

The casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.

This study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

Business use of social media is increasing rapidly as marketers aim to increase customer brand engagement (CBE) in brand communities to enhance the brand experience. However, use of social media for marketing communications is not well understood. This study aims to examine manager and user views of CBE and effects of perceived social presence (PSP) on CBE in a corporate Facebook environment.

Qualitative in-depth interviews are conducted with 18 users of corporate Facebook – i.e. those who visit corporate Facebook regularly – and four marketing managers whose companies operate Facebook pages. The industry is smart-information technology devices, and the cultural context is Thailand.

Corporate Facebook sites with high SP functions foster customer engagement on cognitive, emotional and behavioral levels. PSP enhances product knowledge and encourages return page visits. Thus, CBE and PSP build brand trust and loyalty. However, managers may need to focus more on the nature of the brand community beyond the corporate Facebook page.

Companies that enrich their corporate Facebook with SP features can encourage CBE. Consumers feel more informed about the brand and therefore feel more positively about it, which enhances the brand experience and brand trust. This holds even for lurkers who do not behaviorally engage on the Facebook page much, but who are active in the broader brand community.

This paper studies the relationship between PSP and CBE in a corporate Facebook environment, providing insights into how PSP influences CBE, which can enhance the customer’s brand experience and contribute to brand perceptions.

This study aims to analyze the effect of the use of social media on the perception of brand personality and to identify its effect on customer brand engagement.

The study adopted an exploratory approach, adapting Aaker's brand personality scale (1997) to the context of cultural tourism before carrying out a quantitative study resorting to a structural equation modeling to obtain empirical evidence to identify these relationships.

The findings reveal that the use of social media has a positive effect on the perception of brand personality and that brand personality, likewise, has a positive effect on customer brand engagement.

This study indicates that transmission of an attractive brand personality according to the desires of the public, combined with dissemination through social media, is a valid strategy to improve customer brand engagement.

This study represents an advance in the specialized literature on the value that consumers place on information transmitted through social media. Specifically, it sheds light on how the transmission of brand personality through social media affects customer brand engagement.

本研究旨在分析使用社交媒体对品牌个性感知的影响, 并确定其对客户品牌参与度的影响。

该研究采用探索性方法, 将Aaker（1997）的品牌人格量表适应文化旅游的背景, 然后使用结构方程模型（SEM）进行定量研究, 以获取关于拟议关系的经验证据

研究结果表明, 社交媒体的使用对品牌个性的感知具有积极影响, 而品牌个性同样对客户品牌参与度也具有积极影响。

这项研究表明, 根据公众的需求来传递有吸引力的品牌个性, 并通过社交媒体进行传播, 是提高客户品牌参与度的有效策略。

这项研究代表了有关消费者对通过社交媒体传播的信息所具有的价值的专业文献的进步。 具体而言, 它揭示了通过社交媒体传播品牌个性如何影响客户品牌参与度。

este estudio tiene como objetivo analizar el efecto del uso de los social media en la percepción de la personalidad de marca e identificar su efecto en el customer brand engagement.

el estudio adoptó un enfoque exploratorio, adaptando la Brand Personality Scale de Aaker (1997) al contexto del turismo cultural antes de llevar a cabo un estudio cuantitativo mediante un modelo de ecuaciones estructurales (SEM) para obtener evidencia empírica sobre las relaciones propuestas.

los resultados revelan que el uso de los social media tiene un efecto positivo en la percepción de la personalidad de marca y que la personalidad de marca tiene un efecto positivo en el customer brand engagement.

este estudio demuestra que la transmisión de una personalidad de marca atractiva de acuerdo con los deseos del público, combinada con su difusión a través de los social media es una estrategia válida para mejorar el customer brand engagement.

este estudio representa un avance en la literatura especializada sobre el valor que los consumidores otorgan a la información transmitida a través de los social media. Específicamente, arroja luz sobre cómo la transmisión de la personalidad de la marca a través de los social media influye en el customer brand engagement.

Social media enables sport organizations to connect with customers in a dynamic, ubiquitous, and timely manner. Although these organizations routinely use social media, the best practices to improve customer engagement remain elusive. This paper aims to examine National Football League (NFL) teams’ Instagram posts to understand how sport teams can utilize social media to drive customer engagement.

Guided by uses and gratification theory, the author employs a machine learning algorithm to assess the content of NFL teams’ posts from the 2013–2014 season to the 2017–2018 season. The author performs regression analyses to investigate how post topic, together with confounding factors, boost customer engagement.

Results highlight the importance of informational content in eliciting engagement and reveal distinctions in topics deemed “social content” in the literature. The author further identifies variations in how post topics engage sport fans and general customers.

Results provide implications for sport organizations to craft social media content for customer engagement.

As social media are essentially different from traditional media, due to their social networking structures and egalitarian nature, conventional media metrics are not appropriate. Social media networks have nevertheless become another communications channel that companies use to achieve their marketing goals. Even though the measurement of marketing constructs in social media is elusive, a comprehensive means of measuring engagement is proposed for a successful social media site: Twitter. The paper aims to discuss this issue.

A measurement for customer engagement based on conceptual reflections is presented in the context of Twitter.

A new environment fostered by internet obliges companies to manage social media accounts and to assess engagement with company brands. To do so, companies need to analyze engagement trends by means of a metric, helping them to design an appropriate engagement strategy. The proposed metric provides much needed insight for companies to fine-tune their engagement strategy. Moreover, a means of calculating engagement from the parameters that Twitter makes available to the public is also proposed.

The metric for engagement in Twitter that is proposed in this paper will be the starting point for future improvements through a conceptual and empirical discussion on this issue.

This is the first proposal specifically designed for Twitter, to the best of the authors’ knowledge, for measuring engagement.