The Antecedents and Consequences of Social Media Brand Engagement Towards Organizations’ Facebook Brand Pages
PR practitioners should consider social media as a relationship management tool, which academic researchers have yet to address. PR professionals still use one-way communication, which doesn't create engagement. This study seeks to fill a research void by conceptualising the relational maintena...
| Main Author: | |
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| Format: | Thesis |
| Published: |
Curtin University
2025
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| Online Access: | http://hdl.handle.net/20.500.11937/98043 |
| _version_ | 1848766353713922048 |
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| author | Morshed, Ahmed Fahim |
| author_facet | Morshed, Ahmed Fahim |
| author_sort | Morshed, Ahmed Fahim |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | PR practitioners should consider social media as a relationship management tool, which academic researchers have yet to address. PR professionals still use one-way communication, which doesn't create engagement. This study seeks to fill a research void by conceptualising the relational maintenance approach and two-way symmetrical communication as antecedents of social media brand engagement. The findings showed that relational approaches are essential for social media brand engagement, leading to customer loyalty, satisfaction, and electronic word-of-mouth intentions. |
| first_indexed | 2025-11-14T11:49:48Z |
| format | Thesis |
| id | curtin-20.500.11937-98043 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:49:48Z |
| publishDate | 2025 |
| publisher | Curtin University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-980432025-07-08T02:03:15Z The Antecedents and Consequences of Social Media Brand Engagement Towards Organizations’ Facebook Brand Pages Morshed, Ahmed Fahim PR practitioners should consider social media as a relationship management tool, which academic researchers have yet to address. PR professionals still use one-way communication, which doesn't create engagement. This study seeks to fill a research void by conceptualising the relational maintenance approach and two-way symmetrical communication as antecedents of social media brand engagement. The findings showed that relational approaches are essential for social media brand engagement, leading to customer loyalty, satisfaction, and electronic word-of-mouth intentions. 2025 Thesis http://hdl.handle.net/20.500.11937/98043 Curtin University fulltext |
| spellingShingle | Morshed, Ahmed Fahim The Antecedents and Consequences of Social Media Brand Engagement Towards Organizations’ Facebook Brand Pages |
| title | The Antecedents and
Consequences of Social Media Brand Engagement Towards Organizations’
Facebook Brand Pages |
| title_full | The Antecedents and
Consequences of Social Media Brand Engagement Towards Organizations’
Facebook Brand Pages |
| title_fullStr | The Antecedents and
Consequences of Social Media Brand Engagement Towards Organizations’
Facebook Brand Pages |
| title_full_unstemmed | The Antecedents and
Consequences of Social Media Brand Engagement Towards Organizations’
Facebook Brand Pages |
| title_short | The Antecedents and
Consequences of Social Media Brand Engagement Towards Organizations’
Facebook Brand Pages |
| title_sort | antecedents and
consequences of social media brand engagement towards organizations’
facebook brand pages |
| url | http://hdl.handle.net/20.500.11937/98043 |