Purpose: This study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in social media, namely, relationship formation, engagement creation and engagement contribution, for European wine...

"This bookis a source for the latest scholarly research on the most appropriate measures and initiatives for firms to become more competitive within various sectors, incorporating interdisciplinary perspectives through theoretical foundations and real-world case studies for those interested in...

"This book is a source for the latest scholarly research on the most appropriate measures and initiatives for firms to become more competitive within various sectors, incorporating interdisciplinary perspectives through theoretical foundations and real-world case studies for those interested in...