Generation Y customer engagement in social media

  • Carlson, Jamie (Primary Chief Investigator)
  • Rahman, Syed (Chief Investigator)
  • Rahman, Mohammad Mahfuzur (Chief Investigator)
  • Voola, Ranjit (Associate Investigator)
  • Wyllie, Jessica (Associate Investigator)

Project: Research

Project Details


Managing social media brand communities to enhance brand performance has attracted growing research attention. This project investigates how social media brand communities can be used to cultivate customer engagement in social media brand pages that leverage resources of the customer to yield greater returns for the firm. Thus, this project investigates in multi-context and multi-social media platforms to determine the antecedents and consequences of customer engagement.
Effective start/end date21/11/1812/10/20