Customer Engagement Behaviors in Social Media (Facebook, Instagram): Capturing Innovation Opportunities in Islamabad

Abstract

With the augmented use of social media, the brand pages have become a substantial contributor in empowering customers to willingly partake in providing feedback for development and collaboration with others that build ups and initiates the innovation process of brands. However, exploration on elements which bind these specific customer engagement behaviors (CEB) in branded online media platforms is restricted and inadequate. Based on this paradigm, this study explores how definite online-service design features in social media brand pages tempt customer-perceived value insights, which in response will stimulate feedback and collaboration intentions with customers. This study exclusively focuses engagement parameters in the case of apparel industry of Pakistan by analyzing specific elements that build up, flourish and influence it different ways