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This study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in social media, namely, relationship formation, engagement creation and engagement contribution, for European wine brands.

Both quantitative and qualitative content analyses are conducted; a panel data analysis validates the impact of content type on the three stages of CE in social media.

The results indicate that remunerative content is the most consistent and promising strategy for enhancing all three stages of CE in social media. Social content motivates consumers to interact with wine brands by commenting, which is the most demanding and time-consuming form of engagement.

The empirical results offer valuable directions for managers and marketers of European wine brands on creating and maintaining optimal interactive engagement in all three stages with their Facebook communities over the long run.

This study is one of the first to empirically examine, through objective measurement, how content type affects the three stages of CE in social media. The case of European wine brands is examined, over time, through a panel data analysis.

This study aims to examine the determinants of the growth of small- and medium-sized enterprises (SMEs) in the Kingdom of Saudi Arabia. The resource-based view theory is adopted in the analysis of the study.

The descriptive and multivariate regression analysis was used to analyze the data. A stratified sampling technique is adopted with a sample size of 119 managers from SMEs. There are variables delineated from theories (human capital, social capital, strategy and organization), which are associated with the firm’s growth that include; the size of the firm, firm age, manager’s education, training, experience, financing and network relationship.

The results found that the size of the firm, the experience of the manager, training, financing and the network relationship have a significant relationship with the firm’s growth. However, other variables such as the education and firm’s age do not have a significant relationship with the firm’s growth.

This study could be considered as an exposure to the SMEs in Saudi Arabia on the specific factors by the owner–managers who intend to develop their business.