The Antecedents and Consequences of Social Media Brand Engagement Towards Organizations’ Facebook Brand Pages

Abstract

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.