“…Thus, done well, social media investments should improve trust, satisfaction and consumer commitment to an organization. Because relationship investment is an indication of the goodwill of the organization to pursue a relationship with a consumer in a meaningful way, relationship investment has been shown to bepositively related to relationship quality in previous studies (Palmatier, Burke Jarvis, Bechkoff, &Kardes, 2009;De Wulf, Oderkerken-Schröder, &Iacobucci, 2001;Smith, 1998;Wray, Palmer, &Bejou, 1994). However, no study to date has examined the impact of a marketer's social media engagement on relationship quality.…”