Flagship Research Quarterly of the Indian School of Business (ISB). Find out more

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Current Issue • Jan-Mar 2017

Engaging in Real-Time: Understanding the Effect of ‘Real-Time’ Social Media Messages On Consumer Engagement

This research contributes to the academic literature, by understanding characteristics of real-time marketing (RTM) messages on social media and systematically looking at its impact on consumer engagement. The researchers empirically examine the effect of RTM messages on consumer engagement in social media and integrate insights from practice (using field interviews) and existing theory to propose and test two mechanisms by which RTM messages have an impact on consumer engagement.


  • Sundar

    Sundar Bharadwaj

    Sundar Bharadwaj, The Coca-Cola Company Chair, Marketing, Terry College of Business University of Georgia. Visiting Professor and Research Scholar, at the Indian School of Business (ISB).
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