Beyond likes and tweets: Consumer engagement behavior and movie box office in social media

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

“…Nowadays, consumer engagement is a multi-dimensional construct which includes cognitive, emotional, and behavioral dimensions. However, few studies have shown that the multi-dimensional construct of consumer engagement such as cognitive and emotion make it difficult to measure consumer's level of engagement as it is directed to measure only the strength of engagement, while ignoring the nature and specific types of engagement behaviors with brands in SNSs [95], [133]. Therefore, the present study has focused on contribution of customer engagement in behavioral manifestation.…”

“…The rise in the use of social media and new technology is directly influencing engagement behaviors as these platforms facilitates interactions between people and the firm or brand. So far, there are few empirical studies on customer engagement behaviors, in general, and particularly in social media, although customer engagement has been recognized as key research priority of the Marketing Science Institute [9], [95], [121], [122], [133].…”

Consumer engagement on social media: Evidence from small retailers

“…Consumer engagement in the context of social media can be described as a customer's interaction with a business post on social media (Oh, Roumani, Nwankpa, & Hu, ; Vries, Gensler, & Leeflang, ). Researchers have addressed how to capture this interaction or level of engagement through different measures including how many users join social media accounts (Michaelidou et al, ).…”

“…Tafesse (2016) stated that engagement entails a consumer's psychological and behavioural predisposition to interact with brands (see also Ashley & Tuten, 2015;Hollebeek, Glynn, & Brodie, 2014). Van Consumer engagement in the context of social media can be described as a customer's interaction with a business post on social media (Oh, Roumani, Nwankpa, & Hu, 2017;Vries, Gensler, & Leeflang, 2012). Researchers have addressed how to capture this interaction or level of engagement through different measures including how many users join social media accounts (Michaelidou et al, 2011).…”

A multidisciplinary perspective of big data in management research

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