Authors : Sudarsan Jayasingh and R. Venkatesh
Abstract: In this study, we conducted a systematic and structured literature review to develop the conceptual framework for customer brand engagement in social media sites. The social media is rapidly changing the way brands are communicating with their primary consumer segments. Customer brand engagement relatively new in the marketing literature has only limitedly number of studiess. This study presents five motivational drivers of customer brand engagement in social media and the relationship between these drivers and engagement. This study contributes to the understanding of customer brand engagement and its antecedents. The antecedents like social influence, brand involvement, social media usage, economic benefits and entertain benefits are found to effect brand engagement in social media. This study believed to contribute in understanding the causes and effects of the customer engagement in social media sites.
Sudarsan Jayasingh and R. Venkatesh, 2016. Determinants of Customer Brand Engagement in Social Media Sites: A Conceptual Framework. International Business Management, 10: 2802-2807.