PurposeThe aim of this study is to attempt to understand the role of content strategy followed by leading higher education institutes in India which have created brand community on social media web sites to initiate and enhance customer engagement. The impact of content strategy variables – content type, posting agility, posting day and content context on number of likes and number of comments, which were manifest variables for customer engagement was assessed here.Design/methodology/approachThis study follows a positivistic paradigm and employs case study research design. The data were collected by netnography method from brand communities on social networking web sites. The data were collected on a longitudinal basis for one year. Ten brand communities were tracked for the period and the analysis is based on total 1,440 posts made by brands during this period.FindingsThe content type and content agility were found to have significant impact on number of likes and comments, which were treated as manifest variables for customer engagement. The two‐way interaction indicated that content type and content context had significant impact on number of likes and comments.Research limitations/implicationsIt is one of the first attempts to characterize the relationship between a firm's content strategy of its BC on social networking sites and the customer engagement. This study identifies various manifest variables for both the content strategy of the firm and the customer engagement.Practical implicationsThis study would facilitate practicing community managers and content managers to understand and develop content strategy which would lead to desired customer engagement on brand communities created on social media.Originality/valueWith the application of this study's results, an organization should be able to avoid misuse of its social media marketing efforts, and should be able to focus on its content strategy, which maximises customer engagement on its brand community.

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This paper describes an innovative procedure for the fabrication of a facile colorimetric sensor in one step with thiol functional group for Hg(2+) detection at trace level. The sensor was successfully synthesized via chitosan isothiouronium salt intermediate with innocuous low cost thiourea reagent under microwave irradiation. It is an innovative green approach to achieve thiol functionalization with a high degree of substitution. Thiomer was characterized by titrimetry, FTIR, (1)H NMR, elemental analysis (CHNS), and EDX for extent of modification with detail structure. The synthesized and well characterized thiomer was screened for sensor application. The sensing solution of thiomer resulted in an instantaneous sharp color change from colorless, yellow, to brown with increase in Hg(2+) concentration. Chitosan thiomer also exhibited high sensitivity and selectivity for Hg(2+) over other possible interfering ions in aqueous media. The sensing responses were visualized quantitatively with quick response, good selectivity, high sensitivity, and a low detection limit of ∼0.465 ppb by the naked eye. The same was tested with a paper strip method for technological applications. Furthermore, the as-prepared sensors also exhibited exceptional sorption potential for Hg(2+) even from ultralow concentration aqueous solution and reduced the Hg(2+) concentration from 10 ppb to the extremely low level of ∼0.04 ppb as studied by cyclic voltammetry. Thus, the proposed method is simple, promising, and rapid without any complicated modifying step and is an economical alternative to traditional Hg(2+) sensors for rapid sensor application in environmental water samples at ppb levels.

Contamination of ground water with arsenic is a serious problem all over the world.

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