Consumer Engagement on Facebook: The Role of Comments in Travel Agency Brand Interactions in Poland
References
- Bakalarska-Stankiewicz, J. (2020). Content marketing: Od strategii do efektów [Content Marketing: From Strategy to Effects]. Helion.
- Beukeboom, C. J., Kerkhof, P., & de Vries, M. (2015). Does a virtual like cause actual liking? How following a brand’s Facebook updates enhances brand evaluations and purchase intention. Journal of Interactive Marketing, 32(1), 33.
https://doi.org/10.1016/j.intmar.2015.09.003 - Casaló, L., Flavián, C., & Guinalíu, M. (2007). The impact of participation in virtual brand communities on consumer trust and loyalty: The case of free software. Online Information Review, 31(6), 789–790.
https://doi.org/10.1108/14684520710841766 - Da Costa, C. (2019, January 31). 3 reasons why brand storytelling is the future of marketing. Forbes.
https://www.forbes.com/sites/celinnedacosta/2019/01/31/3-reasons-why-brand-storytelling-is-the-future-of-marketing - Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management, 24(1), 35–36.
https://doi.org/10.1108/JPBM-06-2014-0635 - Dolan, R., Conduit, J., Fahy, J., Brodie, R. J., Hollebeek, L. D., & Conduit, J. (2016). Social media engagement: A construct of positively and negatively valenced engagement behaviour. In R. J. Brodie, L. D. Hollebeek, & J. Conduit (Eds.), Customer engagement: Contemporary issues and challenges (pp. 102–103). Routledge.
- Frydrykiewicz, F. (2024, April 30). Ranking biur podróży 2024: Dwaj liderzy na czele – Itaka Holdings i TUI Poland [Travel Agency Ranking 2024: Two Leaders at the Top – Itaka Holdings and TUI Poland]. Rzeczpospolita.
https://turystyka.rp.pl/biura-podrozy/art40278371-ranking-biur-podrozy-2024-dwajliderzy-na-czele-itaka-holdings-i-tui-poland - Ghodeswar, B. (2008). Building brand identity in competitive markets: A conceptual model. Journal of Product & Brand Management, 17(1), 5.
https://doi.org/10.1108/10610420810856468 - Haile, T. (2023). Web’s progression: Moving from passive content consumption to active content creation and content validation. International Journal of Business and Management, 18(6), 136.
https://doi.org/10.5539/ijbm.v18n6p135 - Hanna, R., Rohm, A., & Crittenden, V. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 270–271.
https://doi.org/10.1016/j.bushor.2011.01.007 - Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149.
https://doi.org/10.1016/j.intmar.2013.12.002 - Jayasingh, S. (2019). Consumer brand engagement in social networking sites and its effect on brand loyalty. Cogent Business & Management, 6(1), 18.
https://doi.org/10.1080/23311975.2019.1698793 - Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 308–309.
https://doi.org/10.1177/1094670510375602 - Luarn, P., Lin, Y., & Chiu, Y. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 3–4.
https://doi.org/10.1108/OIR-01-2015-0029 - Lund, N., Cohen, S., & Scarles, C. (2018). The power of social media storytelling in destination branding. Journal of Destination Marketing & Management, 8(7), 271–272.
https://doi.org/10.1016/j.jdmm.2017.05.003 - Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 16.
https://doi.org/10.2501/IJA-30-1-013-046 - Neuendorf, K. A. (2002). The content analysis guidebook. Sage Publications.
- Okazaki, S., & Taylor, C. (2013). Social media and international advertising: Theoretical challenges and future directions. International Marketing Review, 30(1), 67.
https://doi.org/10.1108/02651331311298573 - Pöyry, E., Parvinen, P., & Malmivaara, T. (2013). Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage. Electronic Commerce Research and Applications, 12(4), 224–235.
https://doi.org/10.1016/j.elerap.2013.01.003 - Skorek, M. (2017). Motywacja klientów do zaangażowania w społeczność wokół marki [Customer Motivation for Engagement in a Brand Community]. Marketing i Zarządzanie, 47(1), 245–246.
https://doi.org/10.18276/miz.2017.47-22 - Stopczyńska, K. (2015). Wykorzystanie social media w zarządzaniu wizerunkiem marki w sytuacji kryzysowej [The Use of Social Media in Brand Image Management During a Crisis]. Problemy Zarządzania, Finansów i Marketingu, 1(41), 175.
https://doi.org/10.18276/pzfm.2015.41/1-13
Language: English
Page range: 56 - 68
Submitted on: Jan 23, 2025
Accepted on: Mar 10, 2025
Published on: Mar 28, 2025
Published by: Institute of Aviation
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year
Related subjects:
© 2025 Dariusz Strzębicki, published by Institute of Aviation
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.