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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-54625 |
| Date | January 2016 |
| Creators | Johansson, Gustaf, Gunnarsson, Isak |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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