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Customer Engagement Behavior: Interacting with Companies and Brands on Facebook

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Advances in Advertising Research (Vol. IV)

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Abstract

Involvement and integration of online social networks (OSNs) in daily life have gained tremendous significance in recent years. Especially the commercial relevance of OSNs attracts companies in increasing numbers. Today’s consumers are exchanging substantial company- and/or brand-specific information online and it is incontestable that interactive social media influence consumer choices (Sands, Harper, and Ferraro, 2011). Nowadays, it is not only the task of companies to find (potential) customers online, but to profit from user-generated content. Companies “need to understand that they share control of the brand with consumers who want and expect to engage with them in a rich online dialogue” (Brown, Broderick, and Lee, 2007, p. 16).

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Authors and Affiliations

  1. Department of Marketing and International Management, Alpen-Adria-Universität Klagenfurt, Universitätsstrasse 65-67, Klagenfurt, 9020, Austria

    Sofie Bitter & Sonja Grabner-Kräuter

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  1. Sofie Bitter
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  2. Sonja Grabner-Kräuter
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Correspondence to Sofie Bitter .

Editor information

Editors and Affiliations

  1. School of Economics, Stockholm, Sweden

    Sara Rosengren

  2. School of Economics, Stockholm, Sweden

    Micael Dahlén

  3. Depto. Financiacione, Universidad Autonoma de Madrid Fac. Ciencias Econ. y Empresariales, Madrid, Spain

    Shintaro Okazaki

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Bitter, S., Grabner-Kräuter, S. (2013). Customer Engagement Behavior: Interacting with Companies and Brands on Facebook. In: Rosengren, S., Dahlén, M., Okazaki, S. (eds) Advances in Advertising Research (Vol. IV). EAA Series. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02365-2_1

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