Background Social media platforms equip brands with an opportunity to increase awareness and extend the relationship with their current and possible future consumers by providing the possibility for social interaction, monetary rewards, entertaining content, practical information and cultivating trust. Brands transition to the social medias has thus made consumers co-creators of brands offerings, as they are allowed to interact and engage with brands and its content at any time. This has put high demand on brands to create content that actually encourage participation and engagement from their consumers   Purpose The purpose of this thesis is to explain the factors that positively influence consumer engagement towards brands on social media.   Methodology This research took a quantitative approach with an explanatory purpose and a cross-sectional research design. The data was collected with the help of a self-completion questionnaire. The result was primarily derived from a multiple-regression analysis, correlation analysis and Cronbach’s Alpha reliability test.   Findings This research provide empirical evidence that monetary factors positively influence consumer engagement with brands on social media, whereas the social, hedonic, practical and trust factors failed to generate significance. However, the study revealed that the rejected factors have some effect on consumer engagement that cannot be denied by brand managers.   Originality Consumer engagement in an online environment has been an attractive topic for researchers in recent years and with the ever-increasing popularity of social media, research gaps in this setting has been identified. This research provides the first explanatory findings regarding antecedents of consumer engagement with brands on social media.

Un très grand nombre de représentations a été proposé pour modéliser la liaison chimique, mais les structures de Lewis en particulier sont largement utilisées par la communauté des chimistes expérimentateurs. Les méthodes théoriques se développant sur des structures chimiques claires de type Lewis sont essentiellement utilisées pour la description des états fondamentaux. Par ailleurs, la majorité des chimistes théoriciens utilise des orbitales moléculaires pour décrire les état excités, et manque ainsi de lisibilité. Les états excités sont difficiles à prédire, il convient donc d’utiliser un langage simple pour aboutir à une compréhension commune de ces états. Nous proposons dans cette thèse deux méthodes afin d'accéder aux états excités décrits sur des structures facilement lisibles. D’abord, une méthode de projection permettant de développer un état excité en structure chimique claire de type VB. Cette méthode est rapide car elle ne diagonalise pas d’Hamiltonien VB et elle calcule un taux de confiance servant de garde-fou pour juger la fiabilité de la description de l’état excité. Ensuite, une méthode itérative utilisant un Hamiltonien Super-IC optimise des orbitales VB pour un état excité. Cette méthode couplée à la méthode de projection ouvre un passage vers une compréhension simple des états excités. / A large number of chemical representations has been proposed to model the chemical bond, but in particular Lewis structures are widely used by the experimenters community. The theoretical methods on developing the clear chemical Lewis structures are mainly used for the description of the ground states. Moreover, the majority of theoretical chemists uses molecular orbitals to describe the excited states, and thus lacks clarity. The excited states are difficult to predict, it is appropriate to use simple language to reach a common understanding of these states. We propose in this thesis two methods to access the excited states described on easily readable structures. First, a projection method developing an excited state in clear chemical structure type VB. This method is fast because it does not VB Hamiltonian diagonalizes and calculates a trust factor for a safeguard to judge the description of the excited state. Then an iterative method using a Super-CI Hamiltonian to optimize VB orbitals to an excited state. This method coupled with the projection method opens a way to a simple understanding of the excited states.