Social media brand pages have emerged as an influential relationship-building tool, and continue to grow in popularity … framework for building relationships through customer engagement in Facebook brand pages (FBPs). Using a sample of 327 … the role of customer engagement in building customer relationships with the FBP itself, rather than with the brand …

white enamel finish but are now colored. White goods include household appliances, such as, Water Heater, Refrigerator … purpose of this study is to understand how white goods business firms use social media marketing as a tool to brand themselves …

While diversity, equity, and inclusion issues are a focus of brand activism and many firms’ corporate social … lower scope relative to other topics. Still, engagement is relatively high when a brand explicitly responds to a major … relatively exploratory in nature but, our findings provide useful guidelines and insights DEI brand activism …

the advertisement, towards the brand and on their purchase intention. Results of an empirical study indicate that ads with …