Consumer Engagement on Social Media: A Study about the Motives behind Consumer Engagement with Companies on Social Media
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
When it comes to the concept of engagement, that can be linked to both consumers and companies on social media, there are some problems that can be identified within this area of knowledge. This refers to the fact that companies do not succeed in engaging consumers on social media and also they do not even understand the reasons for why consumers would engage on social media in the first place. Therefore, the aim of this study is to explain consumer engagement with companies on social media. In addition to this, the method of quantitative research was employed in which a questionnaire was conducted online that targeted 18-39 year olds that are active on social media. The questionnaire was conducted in order to aid the authors to meet the purpose and hence the results and discussion of the study. Within the results chapter the authors have tested the reliability and validity of the questionnaire as well as the hypotheses of the study. In addition to this, the results of the questionnaire and their description are also included. It was made evident through the processing of the results, as well as the discussion of the study that overall, entertainment and self-status seeking motivate consumers to engage with companies on social media, whereas information and social aspects do not motivate consumers to engage with companies on social media. Following these conclusions, theoretical and practical contributions as well as limitations and suggestions for further research are included.
Place, publisher, year, edition, pages
2016. , 148 p.
Consumer engagement, motives, social media, companies
IdentifiersURN: urn:nbn:se:lnu:diva-53240OAI: oai:DiVA.org:lnu-53240DiVA: diva2:935258
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits