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How to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factors
16 references·1 citing·47 second hopsampled
How to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factors (2019)How to grow brand post engagement on Face…Social media in marketing: A review and analysis of the existing literature (2017)Social media in marketing: A …Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook (2017)Advertising Content and Consu…Consumer engagement in online brand communities: a social media perspective (2015)Consumer engagement in online…Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement (2014)Creative Strategies in Social…Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation (2014)Consumer Brand Engagement in …Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing (2012)Popularity of Brand Posts on …How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter? (2012)How Does Brand-related User-g…Social media? Get serious! Understanding the functional building blocks of social media (2011)Social media? Get serious! Un…Introducing COBRAs (2011)Introducing COBRAsCustomer Engagement Behavior: Theoretical Foundations and Research Directions (2010)Customer Engagement Behavior:…Customer Engagement as a New Perspective in Customer Management (2010)Customer Engagement as a New …Users of the world, unite! The challenges and opportunities of Social Media (2009)Users of the world, unite! Th…The Process of Customer Engagement: A Conceptual Framework (2008)The Process of Customer Engag…Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix (2008)Online Consumer Review: Word-…What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness (2002)What is Interactivity and is …The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites (2001)The Effects of Progressive Le…Generating Science Buzz: An Examination of Multidimensional Engagement With Humorous Scientific Messages on Twitter and Instagram (2021)Generating Science Buzz: An E…The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun (1982)Measuring the Involvement Construct (1985)Social media: The new hybrid element of the promotion mix (2009)Elements of strategic social media marketing: A holistic framework (2016)Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications (2018)Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective (2020)Basics of qualitative research : techniques and procedures for developing grounded theory (1998)Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? 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How credibility and parasocial interaction influence purchase intentions (2019)Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations (1996)Brand Community (2001)The Effect of Word of Mouth on Sales: Online Book Reviews (2006)Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude (2017)The Strength of Weak Ties (1973)The Search-Transfer Problem: The Role of Weak Ties in Sharing Knowledge across Organization Subunits (1999)A New Dimension of Health Care: Systematic Review of the Uses, Benefits, and Limitations of Social Media for Health Communication (2013)Social Media in Tourism and Hospitality: A Literature Review (2013)Setting the future of digital and social media marketing research: Perspectives and research propositions (2020)The Presentation of Self in Everyday Life. (1956)Efficient Capital Markets: A Review of Theory and Empirical Work (1970)EFFICIENT CAPITAL MARKETS: A REVIEW OF THEORY AND EMPIRICAL WORK* (1970)The sharing economy: Why people participate in collaborative consumption (2015)Qualitative Data Analysis: An Expanded Sourcebook (1994)Evolving to a New Dominant Logic for Marketing (2003)Customer engagement with tourism social media brands (2016)Metaverse marketing: How the metaverse will shape the future of consumer research and practice (2022)The Commitment-Trust Theory of Relationship Marketing (1994)The Behavioral Consequences of Service Quality (1996)Digital transformation: A multidisciplinary reflection and research agenda (2019)Advances in Consumer Research (2025)Job Market Signaling (1973)Moral Hazard and Observability (1979)The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement (2007)Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content (2013)Wisdom of Crowds: The Value of Stock Opinions Transmitted Through Social Media (2014)
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References

  • 2009Users of the world, unite! The challenges and opportunities of Social Media19,104 cited
  • 2011Social media? Get serious! Understanding the functional building blocks of social media5,200 cited
  • 2014Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation3,656 cited
  • 2010Customer Engagement Behavior: Theoretical Foundations and Research Directions3,640 cited
  • 2012Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing2,178 cited
  • 2008Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix1,842 cited
  • 2014Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement1,674 cited
  • 2011Introducing COBRAs1,556 cited
  • 2008The Process of Customer Engagement: A Conceptual Framework1,408 cited
  • 2015Consumer engagement in online brand communities: a social media perspective1,356 cited
  • 2017Social media in marketing: A review and analysis of the existing literature1,298 cited
  • 2001The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites1,174 cited
  • 2002What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness1,149 cited

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2012
How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?
1,080 cited
  • 2017Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook1,070 cited
  • 2010Customer Engagement as a New Perspective in Customer Management1,062 cited
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    • 2021Generating Science Buzz: An Examination of Multidimensional Engagement With Humorous Scientific Messages on Twitter and Instagram41 cited