Motivations and Antecedents of Consumer Engagement With Brand Pages on Social Networking Sites
Wan-Hsiu Sunny TsaiandLinjuan Rita MenUniversity of Miami and Southern Methodist University
Leading today's media-centered lifestyle, social media are revolutionizing how consumers interact with brands and companies. Particularly, interactive and social media have changed how brand-related content is created, distributed, and consumed, thus transferring the power to shape brand images from the hands of advertisers to the words of consumers' online connections (Muntinga, Moorman, and Smit 2011). Trade publications have reported that consumers now use social media more frequently than corporate websites when...