Perceived relationship, reward and brand post as antecedents of customer engagement in social networking sites / Noraniza Md Jani, Mohd Hafiz Zakaria and Ramlan Mustapha

• Main Authors: Md Jani, Noraniza, Zakaria, Mohd Hafiz, Mustapha, Ramlan
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA, Perlis 2020
• Subjects: Social aspects. Social marketing; Online social networks
• Online Access: https://ir.uitm.edu.my/id/eprint/69205/1/69205.pdf; https://ir.uitm.edu.my/id/eprint/69205/; https://myjms.mohe.gov.my/index.php/intelek

The presence and focus of brand users are difficult to predict in the social networking sites (SNS) medium. Marketers are still compiling the tactics of administering customers and prospects due to the ever-present new challenges. Research on customer engagement confirms the importance of antecedent...