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As social media are essentially different from traditional media, due to their social networking structures and egalitarian nature, conventional media metrics are not appropriate. Social media networks have nevertheless become another communications channel that companies use to achieve their marketing goals. Even though the measurement of marketing constructs in social media is elusive, a comprehensive means of measuring engagement is proposed for a successful social media site: Twitter. The paper aims to discuss this issue.

A measurement for customer engagement based on conceptual reflections is presented in the context of Twitter.

A new environment fostered by internet obliges companies to manage social media accounts and to assess engagement with company brands. To do so, companies need to analyze engagement trends by means of a metric, helping them to design an appropriate engagement strategy. The proposed metric provides much needed insight for companies to fine-tune their engagement strategy. Moreover, a means of calculating engagement from the parameters that Twitter makes available to the public is also proposed.

The metric for engagement in Twitter that is proposed in this paper will be the starting point for future improvements through a conceptual and empirical discussion on this issue.

This is the first proposal specifically designed for Twitter, to the best of the authors’ knowledge, for measuring engagement.

The purpose of this paper is to propose a comprehensive metric for customer engagement in Facebook, the top social networking site.

The approach is conceptual and it makes operative customer engagement concept in the specific context that is Facebook.

In the new dynamic business environment fostered by Internet, where customer value goes beyond what the customer spends on a brand or a firm, firms will be able to fine-tune their customer engagement strategy by means of the metric results and its evolution.

The paper, which provides insight and a metric for customer engagement in Facebook, is a starting point for future conceptual and empirical research that might be conducted to further refine the proposed metric. The assessment of engagement achieved as a result of actions on Facebook will allow marketers to evaluate the efficiency of the action and, through its longitudinal evaluation, the fluctuation according to different posting strategies used, so managers can see whether engagement or disengagement is happening and then make decisions about which type of content generates better engagement.

The metric offered is unique, as it focuses on customer engagement on Facebook, and to the best of author’s knowledge, there is not any previous attempt to measure it.

To understand how customer engagement has been researched in the last decade, the purpose of this paper is to provide a systematic review of customer engagement research in the existing literature, derive a comprehensive definition of customer engagement and summarize few important and basic issues that future research should address.

An extensive literature review was carried out on customer engagement spread over 38 journals identified from online academic databases of Scopus, Emerald, EBSCOS and Science Direct. A total of 66 conceptual and empirical articles on customer engagement research spanning from 2005 to 2015 were analyzed based on different classification schemes.

Customer engagement is becoming a key concept in marketing. Customer engagement is a multi-dimensional concept comprising of cognitive, emotional, behavioral and social dimensions. The theoretical foundations of this concept predominantly lie with relationship marketing and service-dominant logic. Research on customer engagement has gained a significant pace in the last six years (2010-2015) but most of the articles on customer engagement have come from developed countries.

By providing the distribution schema of customer engagement articles based on different criteria and by highlighting the future research avenues, this study is believed to serve as a valuable tool for researchers to understand the current scenario of customer engagement research in the marketing discipline and take this research area forward. This study acknowledges limitations with respect to its exclusive search criteria, which might affect its generalizability.

This study exhibits the favorable outcomes organizations can derive by building and managing an engaged customer base. The more an organization knows about how to engage its customers, the better adept it will be to enact so. Therefore, understanding customer engagement is imperative in that regard; this review will help organizations comprehend that better.

This is the first systematic review of customer engagement that provides a detailed understanding of the current state of customer engagement research on a single platform and also draws a comprehensive customer engagement conceptualization.

With the growing popularity of digital engagement, this study explores the interrelationships among digital engagement, interactivity and engagement strategies from the perspective of practitioners.

Individual in-depth interviews were conducted with 27 practitioners who have been involved in marketing communication activities in Hong Kong.

It was found that practitioners interpreted digital engagement mainly from the cognitive and behavioral dimensions and organizations engaged with their target audiences with either transactional or transitional communications. Functional interactivity and medium interactivity were perceived as the basis of digital engagement.

This qualitative analysis enriches the extant literature in marketing and public relations by delineating the relationships between interactivity and the use of different levels of digital engagement strategies, as well as guiding practitioners in setting effective digital engagement strategies.

Building on the findings of previous related literature, this paper adopts the uses and gratifications (U&G) theory to analyze how social media users engage with content posted by European football associations (FAs). The purpose of this paper is to identify various post attributes that would aid national sports organizations (NSO) in reaching their online audiences and excelling their media presence.

A coding framework was designed to differentiate Facebook posts by topic, post design and content type. A sample of 2,450 posts from the official Facebook accounts of 49 FAs was collected. Engagement was measured using three metrics: likes, comments and shares. The derived categories of content were coded as dichotomous dummy variables and ran through a multivariate OLS regression analysis. Three regression analyzes were conducted, where each of the engagement metrics served as the dependent variable.

The findings of this paper show that relevance of post topics has a significant effect on engagement. Users interacted most with posts related to the male national A-team, while club football news had a negative response from the followers. Graphic elements such as images and videos positively impact an FA’s ability to generate post likes. Exclusive and behind-the-scenes content made users react extremely well, affecting all engagement metrics. Raw news (match reports, team line-ups) was of little interest to Facebook users.

U&G theory has yet to have been applied to social media studies in the NSO context. Previous studies have either looked at specific case studies of a single NSO or NSOs within a single country, while this paper reviewed the social media practices of 49 NSOs under the umbrella of a single continental sports federation.

Marketing researchers have usually studied consumers’ attachment to brands from an emotional bonding perspective. However, the purpose of this study is to show that attachment to objects is not only limited to bonding. Thus, the authors conceptualised the attachment theory from two perspectives: bonding-based and identity-based attachment. In addition, the study further seeks to identify the elements of each component and examine how these elements drive customer engagement on a brand’s Facebook page while assessing some consumer-related outcomes of customer engagement on Facebook.

Using an online survey, the authors examined antecedents of customer engagement on Facebook and the outcomes of engagement behaviours among 649 respondents. Structural equation modelling was used in analysing the data.

The results of the study show that consumers’ attachment to a brand drives them to engage the brand on the brand’s Facebook page. The results also show that the consumer engagement of brands on Facebook results in positive user-generated contents and consumer involvement.

Managerially, the attachment theory provides value for marketers in terms of evaluating customer–brand relationships and how such a relationship can yield positive results.

This study expands how the attachment theory has been conceptualised and applied in the marketing literature. The study shows that consumer attachment to brands is identity-based in addition to being bonding-based.

Social media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.

The authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.

This study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.

The casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.

This study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

This paper aims to provide an assessment of tourism promotion in tourist destinations and airports (TPTDs) and to organize and classify the literature on tourism promotion, with the aim of staging the importance of this topic and encouraging future research in the projection of tourism and marketing sectors.

The paper uses the Social Sciences Citation Index (SSCI) database to analyze the bibliometric in TPTDs topic from 2000 to 2021. Additionally, the paper also uses the visualization of similarities (VOS) viewer software to map graphically the bibliographic material. The graphical analysis uses bibliographic coupling, co-citation, citation and co-occurrence of keywords.

This study provides an amended new definition of tourism promotion, which is the efficient management of a destination’s resources and strategic plans by destination marketing organizations (DMOs) to adapt the tourism supply to market trends and will empower tourists to visit such destinations. Furthermore, results also show a new paradigm applied to TPTDs topic and classified in five first-order research streams. Digital and mobile marketing, infrastructure, branding, quality, accessibility and information factors about a specific destination which are mostly demanded by tourists are considered as an important means of promotion for the tourism industry.

The contribution of this study is important to identify new challenges and opportunities for researchers, DMOs, airport and airlines operators and stakeholders, as disentangling existing contradictions and applying new theoretical framework to make better future decisions by researchers and organizations to provide higher quality to new research in the context of the TPTDs.