Antecedents and consequences of the process of customer engagement through social media: an integrated conceptual framework

Over the last decades, the internet and IT enabled services have risen tremendously in importance. The ways through which people exchange information and how individuals communicate with each other have also changed enormously over the last years. In this regard, social networks have become gradually more central to sharing and spreading information and therefore companies are realising the opportunity of providing information to their customers by establishing social network information services (SNIS). This study is an attempt to formulate the process of customer engagement through social media channels and to find out its relationship with various antecedents and consequences. This study will enhance the understanding of the concept with better conceptual framework and give insights to marketing managers to make their marketing strategies in social media.