What is it about?
Social media brand pages have emerged as an influential relationship-building tool and continue to grow in popularity as an integral part of the marketing strategy across diverse industries. Hence, the purpose of this paper is to provide a framework for building relationships through customer engagement in Facebook brand pages (FBPs).
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Why is it important?
The study provides insights into the nature of engagement in FBPs by incorporating the motivations and FBP-specific relationship outcomes of customer engagement in a single framework. The study focuses on the development of a framework explaining the role of customer engagement in building customer relationships with the FBP itself, rather than with the brand.
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This page is a summary of: Building relationships through customer engagement in Facebook brand pages, Marketing Intelligence & Planning, November 2019, Emerald,
DOI: 10.1108/mip-02-2019-0085.
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