SYSTEMATIC LITERATURE REVIEW: THE RELATIONSHIP BETWEEN BRAND CONTENT ON SOCIAL MEDIA AND BEHAVIORAL ENGAGEMENT – ANTECEDENTS AND CONSEQUENCES

Résumé

Social media becomes more and more important for brand communication, in our day all brands can create and operate a brand page to communicate and interact with their audience. Shao (2009), Muntinga et al. (2011), and Dolan et al (2016) propose a typology of use for social media that classifies the consumer’s online brand-related activities (COBRA) according to their level of behavioral engagement. This article proposes to analyze, through a systematic literature review, the relationship between content on brand pages, user behavioral engagement, their antecedents, and consequences. the aim of this paper is to gather a comprehensive picture of the current state of knowledge on this topic by creating a synthesis of well-established research of both contents on social media and behavioral engagement while also taking into account some newer information.