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The aim of this study is to determine the impact of different dimensions of consumer engagement in social media on firm performance in social media.

Beyond likes and comments, combined with the interactive behavior of consumer engagement with firms on social media, we proposed a set of metrics for consumer engagement on social media, namely personal engagement, user-interactive engagement, and fan-interactive engagement. We used the fixed-effect model and validated the impact of consumer engagement in different dimensions on firm performance.

The result shows that personal engagement and user-interactive engagement significantly correlate with firm performance; however, the same effect was not observed in fan-interactive engagement.

Prior researches on consumer engagement in social media are mainly about consumer engagement in firm-initiated social media page. In this study, we consider the consumer engagement behavior in firm-initiated and consumer-initiated social media pages, then validate the impact of different dimensions of consumer engagement on firm performance.

This study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a college athletic department uses a social cause for marketing.

To discover differences in donation intention, the study adopts a two (social media/newspaper) by two (interactive/non-interactive) factorial experiment in which the study's created scenario is randomly presented to subjects. Participating in the online survey are 184 collegiate sport fans at a university in the American Midwest. Collected data are analyzed on the analysis of variance.

Results show that fans demonstrating the highest donation intention are those in the group of fan-interactive marketing on social media. Those showing the lowest are in the group of non-interactive marketing on newspaper. Between marketing interactivity and marketing platform, no interaction effect is found.

The study tests the effectiveness of marketing communication in the context of collegiate sports and identifies the impact of social media on college sport fans' donation intention. For collegiate athletic administrators designing a cause-related marketing campaign, this study provides practical information on how to use social media in delivering fan-oriented activities.

The purpose of this study is to examine how customers’ perceptions of brands’ social media interactivity impact customer engagement behaviors (CEBs) (e.g. customer purchases, referrals, influence and knowledge) while accounting for the moderating role of brand type and social media platform.

Two separate online surveys (Study 1 (N1) = 341, Study 2 (N2) = 183) were conducted to measure the constructs of interest. Regression analyzes tests research hypotheses; PROCESS Model 1 was used to test the moderating roles of brand type and platform. Further, the pick-a-point approach (i.e. spotlight analysis) was used to probe the interaction terms.

The results indicate that when customers perceive a brand to be highly interactive on social media (vs inactive), they are more willing to buy brand offerings, refer the brand in exchange for monetary incentives, inform their family and friends about the brand on social media and provide feedback and suggestions for improving the brand. Furthermore, the positive impact of perceived social media interactivity on customer purchases, referrals, influence and knowledge varies across brand and social media platform types.

Online surveys using convenience samples were conducted to assess the constructs of interest. Archival data may provide an avenue for further insight. Future research may be able to track actual online customer behavior using such data. Further, researchers are encouraged to corroborate the results found here over time as the winds of social media shift to new platforms.

The results suggest that interacting on social media encourages customers to contribute to brand value directly (through purchasing) and/or indirectly (through referring, influencing and suggesting). While all brands may leverage social media activity for success, the positive impact of perceived social media interactivity on CEBs is particularly impactful for non-global 500 brands. The results also indicate that customers are more willing to add value to the brand through purchases and suggestions when they perceive the brand to be highly interactive on both social media networking sites and the brand’s website. However, they are more willing to promote this brand and influence their social networks about it only when they perceive the brand to be highly (vs less) interactive on its own website.

This study examines the novel issue of the impact of perceived social media interactivity on different CEBs while accounting for the moderating role of the brand and platform used by customers. The results provide value in better understanding the levers through which social media affects performance.

The purpose of this paper is to examine the causal relationship between interactive and personal campaigning on social media and political involvement, and the mechanisms that explain the effects. Specifically, this study examines whether personal and interactive communication on Twitter increases political involvement among citizens through social presence and perceived expertise.

An experimental design – a 2 (low vs high interactivity)×3 (depersonalized vs individualized vs privatized communication) between-subjects design – is used.

The findings show that interactive communication leads to a stronger sense of social presence and source expertise, which positively affect involvement. The effects of personal campaigning differ. Individualized communication positively affects involvement via source expertise. Interestingly, privatized communication positively affects involvement via social presence, but negatively via source expertise.

Although a growing body of work examines the political consequences of social media, there is still very little understanding why social media affect citizens. The current study fills this void by investigating how the use of social media affects political involvement among citizens.

This longitudinal study aims to analyze the use of websites by a sample of 78 corporations and non‐profits five years apart. In particular, it studies organizational use of interactive and social media features and use of web sites for building relationships with six stakeholder publics.

The authors studied the websites of 78 for‐profit and not‐for‐profit organization seeking to learn how they used this new medium as a communication tool to build and maintain relationships with six key stakeholders: the mass media, consumers, investor/donors, employees, the government, and the community in 2004 and in 2009. They also explored for differences in the way for‐profit corporations and non‐profits used their web sites for relationship building given their different missions and cultures.

First, there was a marked difference in how corporations and non‐profit organizations used their websites. Second, a significant number of organizations used social media applications such as blogs, Twitter, Facebook, and Youtube through their websites in 2009. Third, aside from increased use of social media, in 2009 more organizations used feedback mechanisms such as e‐surveys and e‐polls embedded in their websites, enhancing interactions with a variety of stakeholders. Both corporations and non‐profit organizations generally utilized their websites as information‐dissemination tools, where the information flow is one‐way, although the percentage of both corporations and non profits that used interactive features offered by new media has increased slightly between 2004 and 2009.

This study is among the few that compare web page use by corporations vs non‐profits. A second unique feature of this study is that it is longitudinal in nature, studying web site use five years apart by the same organizations.

This study, which is based on the extended hierarchy of effects (HOE) model, aims to examine whether social media interactions with one or more luxury brands can affect consumers' knowledge of, affection for and purchases of as well as loyalty to luxury fashion brands as a category.

SoJump (a leading data collection company in China) launched an online survey to collect data from Chinese luxury fashion brand consumers. Structural equation modeling (SEM) was conducted to analyze data from the random sample of 308 Chinese luxury fashion brand consumers.

The findings of this study demonstrated that social media interaction had direct positive influences on three stages of the luxury fashion brand decision-making process – knowledge, affection and loyalty – but not purchases. The results also empirically confirmed that consumers' response to social media interaction follows the cognition-affect-conation sequential process presented in the HOE model.

This study not only provides a new perspective for researchers to investigate the impacts of interactive social media marketing on purchase decision-making in the luxury fashion brand category but also underpins the importance of building interactive alliances for luxury brands to increase consumers' knowledge of, affection for, purchases in and loyalty to the luxury fashion brand category.

This study is among the first to investigate whether social media interactions with luxury fashion brands as a category influence consumers' knowledge of, affection for and loyalty to that category. In addition, this study is the first attempt to explore whether social media interactions can directly influence consumers' luxury fashion brand purchases.

In the context of fashion brands on Instagram platform, this study aims to investigate the impact of age on the relationships between informative, interactive and trendy social media marketing (SMM) activities, customer brand engagement (CBE) and brand loyalty.

A quantitative method was used to collect and analyses the data and to test the conceptual model. In total, 241 usable questionnaires were collected and analyzed using structural equation modeling and multi-group moderation analysis.

The results of this study demonstrate that informativeness of SMM activities relates positively and significantly to CBE in all age groups. However, the strength and the significance of interactive and trendy social media activities differ between age groups.

This study used only two age groups of college students to answer the research questions. Despite that tech-savvy millennials and generation Z are highly engaged in social media environment, the results may not be representative of the entire population and the findings may be cautiously generalized to other platform types or product categories.

By offering a new understanding of perceived SMM in different age groups on Instagram platform, this study contributes to the literature by identifying the types of social media activities that engage different age groups on social media networks.

This paper aims to investigate the perceptions of Omani citizens toward the use of social media by the government for participatory and interactive relationships. More precisely, the descriptive nature of the study resides in its ability to explain how social media users regard the current status and levels of presence, transparency, engagement, responsiveness and trust about the current use of social media by the Omani Government.

A quantitative approach was used to collect data. This was done via a self-administered questionnaire from a return sample of 1,769 citizens drawn from different places in Oman. These citizens were considered as well-informed and regular active users of social media. The reviewed literature provided a basis for the construct of the questionnaire.

The overall results indicated modest levels of agreement in all of the investigated factors. The neutral findings suggest that there is a level of uncertainty among the respondents regarding how the government is determining the potential of social media for participatory and interactive relationships. Findings in this study advocate the outcomes of the recent Arab Social Media Report, plus the few relevant studies included in the literature, which nearly stated that although there is a growing use of social media among citizens, governments are failing to take full advantage of social media. Governments are also failing to engage citizens to design and deliver more efficient and collaborative services, per this study’s findings.

The findings call for the importance of strategically framing the use of participatory social media by the government. In a broader sense, the findings of this study are beneficial to all contexts that share similar political and socio-economic philosophy, especially the Arab states and most of the developing countries. The findings provide insights for governments in need of developing social media strategies to promote more collaborative and interactive governance.

The study aids in understanding the views of citizens who are the current major players in a highly technology-driven environment. This environment is found to be transforming the relationship between citizens and governments. The study adds knowledge to the currently scarce body of literature dealing with issues pertaining to citizen–government relationships in social media in the Arab states, and similar contexts in developing countries. Its findings may provide valuable insights for policy makers to leverage collaborative relationships between governments and citizens.

This paper aims to examine the influence of interactive social media marketing communications on teenagers’ cognitive, affective and behavioral attitude components in South Africa. The study also considers the impact of a number of additional factors such as usage (access, length of usage, log-on frequency, log-on duration and profile update incidence) and demographic (gender, age and population group) variables on young consumers’ attitudes toward social media marketing communications.

A survey was used via three self-administered questionnaires, which were distributed to over 13,000 learners in the age range of 13-18 years (Generation Z cohort) at colleges and high schools in South Africa. A generalized linear model was used for statistical data analysis.

The study ascertained that social media marketing communications had a positive on each attitude component among adolescents, but on a declining scale, which correlates to the purchase funnel. The results also revealed that teenagers who used social media for long time periods; updated their profiles frequently and were from the Colored and Black population groups, displayed the most favorable attitudinal responses to social media marketing communications.

Social media was collectively analyzed and did not consider the number of different social media types, which could be examined individually. This investigation only considered the Generation Z cohort, but other cohorts to attitudes toward social media marketing communications could also be assessed.

Companies and their brands should consider using and/or adapting their strategies based on the declining impact of social media marketing communications on the hierarchical attitude stages among young consumers and the divergent influence on usage and demographic variables when targeting the lucrative and technologically advanced, but capricious, Generation Z consumers.

This research established that social media marketing communications had a favorable influence on cognitive, affective and behavioral attitude components among young consumers, but on a declining scale, which is in congruence with the purchase funnel model. This investigation also makes an important contribution to attitudinal research in developing countries, where there is a lack of research in social media marketing communications.

This study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in social media, namely, relationship formation, engagement creation and engagement contribution, for European wine brands.

Both quantitative and qualitative content analyses are conducted; a panel data analysis validates the impact of content type on the three stages of CE in social media.

The results indicate that remunerative content is the most consistent and promising strategy for enhancing all three stages of CE in social media. Social content motivates consumers to interact with wine brands by commenting, which is the most demanding and time-consuming form of engagement.

The empirical results offer valuable directions for managers and marketers of European wine brands on creating and maintaining optimal interactive engagement in all three stages with their Facebook communities over the long run.

This study is one of the first to empirically examine, through objective measurement, how content type affects the three stages of CE in social media. The case of European wine brands is examined, over time, through a panel data analysis.