Considering social media’s widespread marketing possibilities this study aims at investigating consumer engagement across YouTube, Facebook and Twitter and how luxury fashion brands can produce such activities on their corporate social media pages. Through applying a mixed method combining both social media data collection together with conducting a content analysis, both quantitative and qualitative measurements were attained. This to provide a deeper understanding when analyzing actual consumer engagement efforts and what role brands’ content strategies play in encouraging these activities. The results confirmed some expectations of the heterogeneous nature of social media as the level of consumer engagement showed to vary notably between both platforms and brands. More so, the results in the current study were not able to confirm any great effects of firm engagement having a direct effect on consumer engagement, instead response and interaction seems to be strictly related to content and product factors. In turn, these factors in relation to aspects such as the psychological state of mind, social, emotional and behavioral aspects showed to be encouraging added consumer engagement.

abstract: In two thematically related chapters, I explore the benefits incurred as companies actively respond to consumers who share positive word of mouth in digital environments (eWOM). This research takes a multi-method approach by first addressing the psychological impact of company response on the sharing consumer, followed by an examination of real behavioral consequences in a social media setting. Across six studies in Chapter 1, I find support for a conceptual model indicating that consumers who receive a company response to their positive eWOM experience greater satisfaction compared to no response, leading to increased intentions to engage in future positive eWOM on behalf of the company, both through social media and online review websites. Furthermore, I find that consumer perceptions of response personalization lead to judgments of company effort and that these two elements mediate the effect of response on consumer satisfaction. In Chapter 2, using a dataset of firm responses to positive consumer feedback on Twitter (tweets) from 79 apparel retailers, I find that company responses to positive consumer tweets can generate consumer engagement behavior in the form of continued interaction. Company responses that use consumer-oriented language increase the likelihood of consumer interactivity. However, this effectiveness depends on whether the consumer's audience is the company or their broader network of followers. I also show that, in some conditions, companies achieve higher consumer engagement by personalizing responses with the consumer's name. Together, the findings from these two chapters point to the need for companies to strategically practice positive eWOM management, both to promote consumer engagement behaviors and to avoid the negative outcomes associated with unresponsiveness. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2017

This bachelor thesis explores a virtual try-on interface in the context of the fashion product category. It is argued that virtual representations of product offerings can stimulate consumers’ purchase intentions, and thus, enact an online transaction. The purpose is to investigate how market-based AR/VR influences the behavior of consumers along the customer journey. A qualitative research approach was undertaken to answer the exploratory question. The context of the empirical bachelor thesis is the virtual try-on Synsam Style Lab where two qualitative research methods were conducted. These methods consisted of a document study on Synsam Style Lab and three synchronous online focus group interviews that laid the foundation of the thematic analysis. The purpose of conducting these qualitative research methods was to shed light on whether or not Synsam Style Lab could facilitate consumers’ online buying decision process. Consumers who saw convenience in Synsam Style Lab often expressed reasons related to the theme Alleviate. On the contrary, if consumers interaction with Synsam’s virtual try-on yielded negative experience, then their reasons were often in connection with the theme Insufficiency.  The context of this bachelor thesis is restricted to the fashion eyewear segment and does not represent the total fashion industry. Only members of Generation Y, also known as millennials, participated in the synchronous online focus group interviews. Therefore, incorporating the perspectives of other demographics could contribute to a diversified discovery of findings. Previous research has not explicitly investigated the influence of AR/VR applications on consumers’ engagement in a fashion retail setting. Hence, this bachelor thesis provides new dimensions within the field of market-based AR/VR applications.

Abstract   Background:           The environment of the charity sector is changing. The overall sector of licensed charities in the Netherlands grew over the past couple of years, but this trend is not caused by a growth in contributors, as the numbers show a downwards slope. Besides that, research shows that the individual’s willingness to contribute to charity declines. Next to that, it is visible that the needs and wishes of contributors to charity change. This could possibly imply that individuals are willing to engage with charity, but in a different manner. Purpose:                  The way contributors contribute to charitable organisations is evident, but how and why individuals engage is a relatively unexplored area, as previous research mainly focused on the motivations rather than the dimensions of engagement. Therefore, the research purpose of this paper is to investigate the dimensions of engagement of Dutch individuals towards DCS, whilst it adds to the existing body of literature about contributor engagement in the charity sector. Method:                   The study revolved around a positivistic research philosophy, following a sequential mixed-method research design to gather the information and insights needed. A questionnaire was used to obtain the inputs of 333 unique respondents, which was followed up by 10 semi-structured in-depth interviews to enrich the findings. To analyse the data, various techniques, such as factor analysis, correlation and multiple regression, were executed to reveal statistically significant relationships and influences among the variables. Conclusion:             The results show that the five dimensions of volunteer engagement, namely behavioural, emotional, cognitive, spiritual and social, are also applicable when investigating contributor engagement. However, the study has shown that all dimensions apart from the spiritual one have a statistically significant influence on the contributor engagement of Dutch individuals towards DCS. Further findings and a more profound understanding of the motives of interviewees revealed that the deeper motivations to engage or not engage with DCS are in line with national trends visible within the charity sector. The outcomes could contribute to DCS’ and possibly other charitable organisations’ understanding of the altering needs and wishes of contributors and the Dutch society. More specifically, the findings can contribute to the existing knowledge of the dimensions of engagement and could be utilised for marketing purposes to focus on the right areas when developing future strategies.

The phenomenon of Live Video Shopping (LVS) has gained increased attention in recent years. Sinceapproximately 2017, the Chinese market has brought LVSto the attention of the public. In terms of overall market share, LVS was projected to account for roughly 20% of the overalle-commerce volume in Chinauntil 2021. Despite that, within Europe LVS has not seen such rapid growth and seems to be still a neglected domain,both in practice and in academia.Most academic research on LVS has originated in China and took place in an Asian setting. From a European standpoint, these findings can onlyserve as a starting point for further researchdue to cultural differences. Sincemost extant research on the topic of LVS adopted a quantitative research design, we could clearly identify a lack of qualitative studies in a European context. Therefore, our study aims to fill this research gap by investigating European consumersperceived value of LVS and their motivations to engage in it. A qualitative research design is particularly suitable for the exploratory nature of ourresearch. For the collection of data, we conducted three synchronous online focus groups through purposive sampling of European participants. In addition to that, and as a triangulation for our data sources, Pål Burman, the CEO of the LVS provider Zellma, was interviewed. With this we were able to includedifferent perspectives on the topic. It also helped us to increase thevalidityofthemanagerial implications.Usingthematic analysis, we could identify themes that theparticipants associated with the concept of LVS. The findings suggest that the perceived value of LVS for European consumers is not indisputable. Based on the theoretical concept of perceived value,LVS has to solve the trade-off between give and get components. This means that the committed time for attending an LVS stream has to be compensated by certainbenefits, such asdiscounts, enhanced product information, exclusivity of content,or inspiration. By using the theoretical framework of Uses and Gratifications Theory (UGT), we were able to divide the motivations of European consumers to engage in LVS in three types of gratifications: hedonic, utilitarian, and social. As opposed to prior Asian research on the topic, social gratifications only played a minor role forEuropean consumers. Reasons for an interaction between the viewer and the broadcaster were primarily product-related and utilitarian by nature. Engagement for the sake of social motives could not be confirmed. Utilitarian gratifications desired byEuropean consumers were mainly connected to theobtainment of enhanced production information, leading to more informed purchase decisions. Hedonic motivations were for exampleentertainmentand inspiration. When connecting UGT to the TechnologyAcceptance Model (TAM), we have also been able to identify consumers' approachesto LVS as a new technology.Crucial here weretheperceived ease of use and perceived usefulnessof LVS.It was shown that consumers require LVS to be as easy or easier than normal e-commerce shopping is already.LVS would further be perceived as useful if it could provide the viewers with something uniquethat old technologies are not able to provide.Asa new digital phenomenon, itis expected to serve as a complement to physical and online stores. In fact, LVS might not only serve as a platform of sales, but also tocreate long-lasting relationships between a brand and its consumers with consumer engagementas a main desired outcome.

Background: Social media has become a crucial aspect of individuals lives and it has provided businesses with a unique opportunity to connect with their customers. Instagram has grown to become one of the most widely used social networking sites in the world and there is a diversity of motivations of why consumers choose to engage with brand-related content on social media. The diversity in motivations should be studied to gain comprehensive understanding of consumer engagement and with the growing diversity of the Swedish population a challenge is presented for marketers looking to connect with consumers from various cultural backgrounds. Purpose: The purpose is to explore how people with diverse cultural backgrounds in Sweden experience their motivations for engagement with brand-related content on social media.  Method: This thesis is of qualitative nature where nine semi-structured interviews were conducted with women in the age of 20-30 who engaged with brand-related content on Instagram. The research adopted phenomenology as its strategy and used thematic analysis to find the themes connected to the participants experiences. Conclusion: The combined set of motivational factors for engaging with brand-related content, at various levels on Instagram, were the same for both cultural groups. However, the motivations which was experienced had both differences and similarities. It was concluded that some differences could be explained by the collectivistic and individualistic background of the participants, however, the differences were mainly based on the personality of the individual since differences were also indicated among participants within the same cultural group.

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Residential buildings are one of the main stakeholders to electricity consumption. As there is fast-paced technological advancement in electricity conservation, the residential buildings infrastructure has become very electricity-efficient in Sweden. However, there is still room for improvement with regards to electricity conservation via behavioral change. Meaning, residents have the potential to reduce household electricity consumption by developing a conservative behavior. The road to such a behavioral development is not straightforward. According to literature, behavioral change is influenced by different beliefs and norms. There also exists a global trend that fewer and fewer people are able to name a single neighbor, and it is aptly called “Globally Connected yet Locally Isolated”. In this master thesis the strategy to achieve electricity conservation is based upon local social cohesion, and the awareness of electricity, at Malvinas – a student residence at the campus of KTH Royal Institute of Technology. The study is carried out at LocalLife – a local social networking service for sustainable communities – implementing a mixed methodology of surveys and interviews. 8 LocalLife users are studied in detail. The result incorporates the most suitable features from the relevant topics that could enable long term change and retainment of users. The results showed that the participants: 1) indicated an increased energy awareness; 2) reported an improvement in local community-life; 3) felt motivated to change behavior to facilitate saving electricity. / I detta examensarbete görs en omfattande analys med hjälp av kvalitativa och kvantitativa metoder för att undersöka ifall användandet av LocalLife – en lokal social nätverkstjänst som pilot-testas vid Kungliga Tekniska Högskolan – har förbättrat användarnas beteende och attityder kring hushållselsförbrukning samt hjälpt till att förbättra det lokala samhällslivet. Bostadshus ger upphov till en betydande del av världens energiförbrukning. På grund av den snabba tekniska utvecklingen har byggnaderna blivit mycket mer energieffektiva i Sverige på senare tid. Det finns dock fortfarande förbättringspotential när det gäller att spara el genom att ändra de boendes konsumtionsbeteende. Att få till en sådan beteendeförändring är dock inte enkelt. Enligt litteraturen påverkas beteendet av uppfattningar och normer. Det finns dessutom en global trend där allt färre människor lär känna sina grannar, kallad “globalt uppkopplad men lokalt isolerad”. Denna uppsats studerar därför en strategi att spara el som går ut på lokal sammanhållning och ökad kunskap om elanvändning hos de boende i studentlägenheterna på Malvinas väg på KTH campus. Studien utförs bland användare av LocalLife, ett lokalt socialt nätverk för hållbara stadsdelar – genom att blanda metoder såsom enkäter och intervjuer. Åtta LocalLife- användare studeras i detalj. Resultatet presenterar de mest lämpliga delarna från de relevanta ämnena som kan möjliggöra en bestående beteendeförändring öka chansen för att behålla användarna. Resultaten visar att deltagarna: 1) visade på en ökad energimedvetenhet; 2) upplevde en förbättring av det lokala samhällslivet; 3) kände sig motiverade att ändra sitt beteende för att spara el.

Background: In the digital era, the streetwear fashion industry has undergone significanttransformation due to the rise of social media. Traditional marketing methods have shiftedtowards direct consumer engagement through digital platforms, where brand authenticity andexclusivity are crucial for maintaining perceived value and consumer loyalty. Streetwearfashion, rooted in urban subcultures, relies heavily on these elements to establish and maintainits brand identity.Purpose: This thesis aims to critically examine how streetwear fashion brands utilize socialmedia to manage the authenticity paradox while driving exclusivity. It investigates the impactof these strategies on consumer behavior and brand loyalty within digital spaces.Method: The research employs a qualitative, exploratory design within an interpretivistparadigm. Data was collected through semi-structured interviews with a purposive sample of12 participants, including influencers, brand managers, and consumers actively engaged withstreetwear brands on social media. Thematic analysis was used to identify key patterns andinsights from the data.Conclusion: The findings reveal that streetwear brands effectively use social media to projectauthenticity through transparent communication and cultural engagement, while strategicexclusivity is maintained through limited releases and exclusive collaborations. Thesestrategies not only enhance perceived brand value but also foster strong community ties andconsumer loyalty. The study highlights the importance of balancing authenticity withexclusivity to navigate the competitive digital landscape and sustain brand appeal

Background: Over the past two decades, the media landscape has undergonesubstantial changes. Social media is increasingly replacing traditionalmedia, which has influenced the way of advertising. Social mediaplatforms enable a two-way communication between brands and itsconsumers. However, it remains a challenge for brands to create relevantand attractive content in order to market themselves and build strongrelationships with consumers on social media. Purpose: The aim of the study is to investigate what should be taken into accountin order to generate a higher level of consumer engagement when brandspublish posts on social media. Method: This study is conducted with a quantitative research design. It employsa content analysis of brand posts by a selection of worldwide fast foodand beverage brands on the social media platform Instagram. Eightinternational brands are selected based on the size of their businessaround the world and the variation of their brand posts. A total of 287brand posts from the brands’ international accounts are collected andexamined in order to investigate what leads to higher levels of consumerengagement. Findings: The results of the study reveal that image posts lead to higher levels ofconsumer engagement compared to video posts. However, content type,emotions, source of content, presence of hashtags and posting time donot create significant differences in engagement levels.