The Customer engagement cycle represents different stages of engagement between customer and firm. As a social media marketing executive of a massage chair retailer “Relax chair”, what strategies would you recommend to strengthen the Commitment stage of the customer engagement cycle?

In your answer, discuss your understanding of beyond-purchase, customer-engagement behaviours (CEB) in social media, and how this drives value for firms. Support your answer with relevant examples of how the “Relax Chair” could (1) encourage customer engagement behaviours (CEB) and (2) benefit from such CEBs.