Organizations seeking to improve user engagement continue to invest in fan pages on social media platforms anticipating that in a progressive global marketplace users will utilize these technologies, which will enhance organizational competitive advantages. With the steady growth of the number...

Social media platforms are becoming desired and efficient communication channel in a variety of markets. As a result of that, fan pages on social media platforms are now playing a central role in customer-firm interactions and firms are scrambling to come up with social media strategies for...

Purpose – Organizations are investing heavily in social media yet have little understanding of the effects of social media content on user engagement. This study aims to determine the distinct effects of informational, entertaining, remunerative and relational content on the passive and active...