Customer Engagement Behavior: Interacting with Companies and Brands on Facebook

Involvement and integration of online social networks (OSNs) in daily life have gained tremendous significance in recent years. Especially the commercial relevance of OSNs attracts companies in increasing numbers. Today’s consumers are exchanging substantial company- and/or brand-specific information online and it is incontestable that interactive social media influence consumer choices (Sands, Harper, and Ferraro, 2011). Nowadays, it is not only the task of companies to find (potential) customers online, but to profit from user-generated content. Companies “need to understand that they share control of the brand with consumers who want and expect to engage with them in a rich online dialogue” (Brown, Broderick, and Lee, 2007, p. 16).