Influence of content on the engagement of consumers in relations with the brand in social networks. Traditional advertising models and modern researches, theory analysis and identification of gaps

The article describes the theory in the field of the influence of content on the retailers’ consumer engagement in relations with the brand in social networks. The article describes the existing canonical advertising models, existing research of the influence of advertising on consumers in traditional communication channels, and modern research in the field of the influence of content on consumer engagement with brand in social networks. The author shows the gaps that need to be filled through future research based on the described theory. The novelty of the author’s approach consists in taking into account the specifics of retail chains and the influence of stake holders on consumer engagement in relations with the brand in social networks. The author explains the need to study the influence of content not only on the engagement of consumers in relations with the brand, but also on stakeholders (company employees, suppliers, etc.), due to the fact that the service-dominant marketing logic supported by the social network algorithm (Facebook, Instagram), provides the impact of stakeholders on consumer engagement with the brand on social networks. The results of the research allow us to see directions for future research.