The role of customer engagement in cultivating relationships with automotive Facebook brand pages

Purpose The study aims to provide a theoretical framework of how information, entertainment and social interaction value associated with automotive Facebook brand pages (FBPs) in Sri Lanka influence customer engagement behaviors (CEBs), and further, how CEB is likely to result in FBP-specific relationship outcomes. Design/methodology/approach A printed questionnaire was used to collect the data from a convenience sample of 374 undergraduate...