Consumer engagement with firms through social media: A comparative study

Social media has reached global proportions, yet little is known about consumer's engagement with firms through these technologies in different countries. This research addresses this limitation and examines Chilean and Spanish consumers' intentions to engage in social media platforms drawing on the theory of reasoned action as a theoretical model. Specifically, this study develops and tests a model of customer engagement with social media, specifically Facebook brand pages. The findings provide an understanding of the main drivers of social media engagement for consumers in two different countries.