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To Create and Measure Customer Engagement Through Social Media: Is it Actually Possible?
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Att skapa och mäta customer engagement genom social medier : Är det verkligen möjligt? (Swedish)
Abstract [en]

Recent research suggests that customer engagement is one of the most important marketing objectives of the modern time. Customer engagement has gained importance because of the development of social media. Social media has provided consumers with the ability to interact with companies and other consumers in a new and more personal way. By allowing consumers to not only consume, but also create content, social media has given consumers the ability to engage in different customer engagement behaviors (CEBs), characteristic of social media. By creating a Facebook brand community, companies gain the ability to generate these behaviors, which in turn can be used to both the consumers, and the company’s advantage. 

In this research the researcher examines the existing theories on how companies can market themselves to create customer engagement in their Facebook brand community, and what metrics can be used to measure the marketing effects. The study focuses on measuring characteristic measurements of social media and trying to interpret them into customer engagement. The results show that limited to no connection can be made between the suggested metrics and the concept itself, at least not through the study that has been conducted in this research. Finally, the study results in an interesting discussion regarding these theories and their relation to customer engagement.

Place, publisher, year, edition, pages
2017.
Keyword [en]
Customer Engagement, Customer Engagement Behaviors (CEBs), Social Media, Facebook Brand Communities, Social Media Marketing (SMM)
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-13832OAI: oai:DiVA.org:hb-13832DiVA, id: diva2:1190857
Subject / course
Business Administration
Available from: 2018-03-28 Created: 2018-03-15 Last updated: 2018-03-28Bibliographically approved

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Citation style
  • apa
  • harvard1
  • ieee
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  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
  • html
  • text
  • asciidoc
  • rtf