5. Implications5.1 Theoretical implicationsIn terms of theoretical implications, this study continues to develop the value and importanceof customer engagement rooted in SDL. As customers frequent social media sites more oftenand for longer periods, they are more inclined to integrate into a brand community. Future research may wish to parcel out the antecedents of customer engagement behaviors on socialmedia sites. For example, customer engagement behaviors could be driven not only bycustomer factors but also by firm-level factors, as well as situational factors. Understandingdrivers of customer engagement behaviors can benefit firms intending to capitalize on thenumerous benefits of an engaged target.