Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Customer Engagement in Social Commerce: A study about Facebook Brand Pages
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Social commerce has raised with increased interactions between businesses and consumers on social media. Social commerce is the new phenomena which is a subset of e-commerce and lets customers engage in marketing activities led by businesses. Businesses have started to use social media to interact with new and potential customers and customer engagement is a key factor to success in social commerce. Social media lets the companies promote new products and sales campaigns which benefits them as social media creates exposure to many consumers.

To get a better understanding on the subject, this study has examined what drives customers to engage in social commerce and which type of content on Facebook creates customer engagement. The research has been conducted by focus group discussions and content analysis on Facebook brand pages. Companies within the home interior branch has been studied in the content analysis.

The results showed that customers engage in social commerce to get information, stay updated on news and offers, but also engage themselves with the content on social media by sharing brand content to their friends on the platform. Other findings showed that a higher level of customer engagement was created in posts that contained information infused with entertainment. Contests on Facebook brand pages also created a high level of customer engagement.

Place, publisher, year, edition, pages
2017. , p. 75
Keywords [en]
social commerce, customer engagement, social media, social support
National Category
Business Administration
Identifiers
URN: urn:nbn:se:ltu:diva-64328OAI: oai:DiVA.org:ltu-64328DiVA, id: diva2:1113344
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Supervisors
Examiners
Available from: 2017-06-22 Created: 2017-06-21 Last updated: 2017-06-22Bibliographically approved

Open Access in DiVA

fulltext(2039 kB)267 downloads
File information
File name FULLTEXT01.pdfFile size 2039 kBChecksum SHA-512
3589110fb5e44d510ad210fdd45fe743a54cc1f8e8b94071a57ce01098a632398eb9a203c2bb16679a30a34cc1a50c918e36b1f22bc18e08b88b97e1dd9a4b5b
Type fulltextMimetype application/pdf

By organisation
Department of Business Administration, Technology and Social Sciences
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 267 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 632 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf