Studies on social media use and effectiveness in large firms abound in the literature. However, social media usage for relationship marketing in small and medium enterprises is under-researched. This research examined how social media affordances influence SMEs' relationships with their...

Guided by the uses and gratification theory (UGT), this research aims to investigate the influence of gratification (i.e., personal, social, and tension release gratification) sought from social networking sites (SNS) on customer engagement behaviour of satellite fans. Additionally, this...