Abstract
With the dramatic changes in brand communication, companies urge to take Social Media seriously as a significant channel to connect with their customers. This study adds to the literature that emphasizes the significance of online customer engagement concept and analyses the effects of content, brand and customer related factors on customer engagement and eventually online purchasing behaviours within the context of blog pages. The study aids brands in their communication strategies with the knowledge that content related factors such as intrinsic enjoyment and format are most influential, where consumers’ online brand interactivity and sense of community are also important. Key Words: Customer Engagement, Social Media, Online Purchasing Behaviour, Blogs, Brand Communication JEL Classification: M31
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