1 Introduction to Social Media for Progressive Public Relations SECTION 1 The power of engagement 2 Content relevance and credibility, assumed or proven triggers to consumer brand engagement in a mixed business model 3 Hateholders and brandjacking: negative engagement of customers and stakeholders 4 Simultaneous support for and opposition to brands: a study on brand love and hate-the two poles of brand polarisation SECTION 2 Progressive management use of social media channels 5 Engaging employees via digital technologies: an integrative model of change management and communication via internal social media 6 CSR communication in corporate social media: an empirical investigation of European companies’ use of social media between 2012 and 2020 7 Fashionable millennial women: sustainable consumer behaviours of fashion-oriented social media users and implications for public relations SECTION 3 Influential business 8 Leveraging sport sponsorship with digital marketing communication: a conceptual model 9 Organisational legitimation strategies in social media: how business schools address declining rankings 10 Investigating the impact of rewarded social media engagement, trust, perceived switching cost and loyalty on loyalty programme members in the sports industry SECTION 4 Social influencing for non-profit cause 11 Conquering the liminal space: strategic social media influencer communication in the Finnish public sector during the COVID-19 pandemic 12 Fridays for Future wants to save the world-but what do people think about the movement? SECTION 5 Progressively political 13 The roles of the internet and social media in political marketing and voter behaviour: a study of Finnish parliamentary elections 14 Brexit: public relations campaign with integrated social media changed political world SECTION 6 Future trends and conclusion 15 Future trends in social media and public relations 16 Conclusions on Social Media for Progressive Public Relations