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Consumer Engagement in Social Media: A netnographic study of the company-owned Facebook pages of Nike and Adidas
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

To know which content needs to be posted on social media sites is crucial for generating highlevels of consumer engagement. To shed new light in this research area, this inductive research investigated consumer engagement behaviors in the Facebook online communities of the sporting goods brands of Adidas and Nike. As this study considers human behaviors in the online sphere, a netnographic research design was applied. With the help of the CAQDAS software NVivo 11, the 25 most engaging posts of each brand were analyzed. The results of this research indicate that content which inspires and entertains the online community members is one highly important source of consumer engagement together with frequent brand replies. Further, the right timing and choosing the right media type needs to be considered as well. The paper ends with a discussion of the results. Finally, it presents academic and managerial implications as well as research limitations and opportunities for further research.

Place, publisher, year, edition, pages
2017. , p. 68
Keyword [en]
Online consumer engagement, online communities, consumer culture theory, word of mouth, content marketing, social media, netnography, Nike, Adidas, sporting goods
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-325915OAI: oai:DiVA.org:uu-325915DiVA, id: diva2:1117435
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2017-06-29 Created: 2017-06-29 Last updated: 2017-06-29Bibliographically approved

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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