Customer Engagement Behaviour in Social Media Advertising: Antecedents and Consequences

With the rapid growth and development of social network services, companies have largely increased their advertising budgets for social media advertising. Social media advertising has attracted a great deal of attention among marketers and re-searchers. However, very few works of research have focused on social media ad-vertising and have only concentrated on measuring clicking effects. This study es-tablished a model to analyze customers’ engagement in social media advertising, the relationship among the antecedents of social media advertising engagement, the en-gagement behaviours in social media advertising, and the consequences of social media advertising.

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