social networking sites thesis pdf

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The consequences of consumer engagement in social networking sites-Thesis.pdf

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Abubakar LUJJA , Zeynep Özata

Consumer Engagement is increasingly becoming one of the important issues in the competitive business environment and with its unique features and structure, Social Networking Sites offer an upper advantage to build consumer brand relationships and instant consumer engagement. This study set out to determine the consequences of consumer engagement in social networking sites. Consumer engagement was viewed as a multi-dimensional concept comprising behavioral, cognitive and emotional dimensions and as such the hypotheses were aimed at determining how each of the three dimensions of consumer engagement affect the individual consequences of consumer engagement such as brand loyalty, satisfaction, commitment and trust. The study used a quantitative research design. It used a questionnaire survey to collect data from university students. Facebook is chosen as a case for this study. 400 questionnaires were collected and the analyses were conducted with the 387 valid questionnaire. The results suggest that emotional and behavioral engagement dimensions were significant predictors for brand loyalty; emotional engagement for satisfaction, cognitive and behavioral engagement for commitment, while behavioral and emotional engagement dimensions were found to be significant predictors for trust.

Kasper Bengtson

As the amount of content on Facebook is continuously increasing, it is getting more difficult for clothing brands to reach the consumers. Facebook has announced that promotional posts will begin to reach fewer people and that brands should create content, which engage the consumers. For an industry that communicates primarily through fashion magazines and advertisements, this is rather challenging without knowledge about why and how the consumers engage with clothing brands on Facebook. This is therefore what the study aims to understand. The particular consumer group, college students, has been investigated in the study, which set out to answer the following research questions: ➢ Why do college students like clothing brands on Facebook? ➢ How do college students perceive the communication of clothing brands? ➢ How do college students obtain gratifications from the posts of clothing brands? This way, by pursuing an understanding of the behaviours, feelings and opinions college students have towards clothing brands on Facebook, it has been possible to contribute with knowledge that clothing brands can use to uphold engagement among the consumers in the future. In terms of method, the study has pursued a constructionist stance, hence focusing on interpreting human processes, interactions and behaviour in order to gain an understanding and thus explain a version of reality. Specifically, a qualitative approach has been applied to obtain a rich and complex understanding of behaviour as well as the social context around it. A comprehensive set of data has been gathered through ten interviews with college students from various educations and of both sexes to obtain different perspectives on the subject from an otherwise homogeneous group of participants. The data has been transcribed, coded and analysed using a thematic approach because it suits research questions addressing people´s experiences, views, perceptions and understandings. The findings have been discusses within the context of relevant literature, hereunder theories about communication processes, uses and gratifications as well as Goffman´s (1969) sociological theory of self-presentation. They show that the primary reason for college students to like Facebook Pages of clothing brands is to receive the posts from them. The findings show that the college students seek and obtain information and entertainment gratifications from clothing brands in forms of new collections, inspiration to styles, humoristic content and promotions. However, they are concerned about receiving spam in their newsfeed, wherefore they evaluate the content of the brands to see if it is relevant before taking the action. Another reason for liking a Facebook Page is to support the brand. Some support brands on Facebook because they have a relationship to the people behind and others, because they like the concept. Also, some of the participants like clothing brands as identity objects used to establish their image on Facebook. Yet, the findings show that the college students are moving away from the latter behaviour and towards the first. The reason for this could be that they have been using Facebook for years and thus already have established their identities on the platform. Whereas the college students did not primarily like Facebook Pages for identity cultivation as suggested by previous research, impression management still influences how they behave. Regarding the communication of clothing brands, the findings show that the college students mostly engage with the posts they are able to relate to. Especially posts with content that appeals to their interests or values are appreciated. Moreover, they want more than just the products of the brands in their News Feed. They want the story behind presented in an authentic manner. The findings have several implications for clothing brands: First, only the clothing brands, which can provide the consumers with information and entertainment gratifications will be able to uphold engagement and thus be able to reach the consumers in a future social media landscape. Secondly, clothing brands that think of communication as transmission will experience difficulties in engaging the consumers. Brands must move towards a transactional mind-set and understand the personal field of experience that the audience posses. While this research can be said to provide notable insight, in terms of how and why consumers engage with clothing brands on Facebook, it has several limitations. First, the area of consumer behaviour on social media is undergoing a constant development. Therefore, the result presented in this paper might only be applicable in the near future. Also, the area has been investigated from a narrow empirical perspective. Including a larger sample size in the qualitative analysis might contribute with more perspectives on the phenomenon.

Journal of Research in Interactive Marketing

Anne Renner

Purpose Marketing researchers have usually studied consumers’ attachment to brands from an emotional bonding perspective. However, the purpose of this study is to show that attachment to objects is not only limited to bonding. Thus, the authors conceptualised the attachment theory from two perspectives: bonding-based and identity-based attachment. In addition, the study further seeks to identify the elements of each component and examine how these elements drive customer engagement on a brand’s Facebook page while assessing some consumer-related outcomes of customer engagement on Facebook. Design/methodology/approach Using an online survey, the authors examined antecedents of customer engagement on Facebook and the outcomes of engagement behaviours among 649 respondents. Structural equation modelling was used in analysing the data. Findings The results of the study show that consumers’ attachment to a brand drives them to engage the brand on the brand’s Facebook page. The results al...

In present-day scenario, when there is extreme competition among marketers, marketers are using different social networks to create brand community on social media web sites so as to enhance customer engagement and thus social networks have become an important gradient in their marketing mix. The purpose of the study is to understand the effectiveness of social media as a marketing tool to analyze the extent to which social media helps consumers in buying decision making. It was revealed that unlike age & occupation, gender had no impact on the frequency to visit social networking sites. For motive & reasons to visit social networking sites, it was revealed that all demographics i.e. gender, gender & occupation had an impact in determining the reasons for the visiting the social network sites. It was also found that occupation had impacted the respondents' perception & reliability of online reviews before making actual purchase. This study would facilitate the practicing social media marketers to understand and develop marketing strategy which would lead to desired customer engagement on brand communities on social media. Additional research with large sample size and deeper understanding of the constructs of customer engagement could explain the broader role of it.

Marisabel Castro

Purpose – Facebook is the most used Social Networking Site in the world. In this study, the researcher investigates the factors that motivate individuals to keep using Facebook throughout the years and compare if any of these drivers indicate different levels of commitment: brand engagement, brand loyalty and brand love towards the SNS. Design / Methodology / Approach – The approach to this research was qualitative and the results were the product of in-depth interviews with Facebook users who provided the information needed to achieve the research objectives. Findings – The findings of this study indicates that Facebook usage is motivated by the needs of: Social interaction, the need to belong and utility value. The indicators of brand commitment revealed were: time spent, brand trust, good perceptions of brand image and emotional attachment by the participants to Facebook. Originality / Value – This paper is the first of its kind that evaluates three concepts in the area of brand ...

GATR Journals

Objective-The purpose of our research was to better understand the potential different types of content have with regard to selected engagement indicators in interactions between users and brands on Facebook. This aspect is very important for e-business and e-commerce. The aim of the paper was to analyze and identify the relationships between the selected engagement indicators and types of content being added. Methodology/Technique-We examined a sample of 20 global airlines that have official accounts on this platform. The time horizon for data collection was twelve months of 2018. Therefore, we were able to work with data from 4,858 published posts. For each post, we identified the publication date, content type (photo / image, video, link, status), the number of engagement indicators (likes, comments, shares), and the recalculated engagement. The research made use of nonparametric statistics methods including the ANOVA and Kruskal-Wallis H test of difference. The resulting specific differences were analyzed using the Dunn test. Findings-Using the Kruskal-Wallis H and Dunn test methods we found that specific types of content dominate over the others. We found statistically significant differences in all comparisons of likes, shares, and comments. In all cases, these were in favor of video content type. The results point to several possibilities of future research in this field and specify possible theoretical and managerial implications. Novelty-Social media hide immense potential for businesses-consumers use social media every day where they are exposed to the content shared by companies. However, social media also presents huge challenges for businesses-an ever-changing space that is extremely noisy and crowded. Our paper addresses this issue on an academic level. The pace of change is very fast, and the current state of empirical knowledge is insufficient. Our paper seeks to fill in the gaps in knowledge and examine the content management on the social network Facebook for business purposes in more depth. Type of Paper: Empirical. JEL Classification: M31, M37.

Spyros Angelopoulos

Meliha Handzic

Management Research Review

quoc hung Pham

PurposeCustomer engagement is a concept that has emerged recently to capture customers' total set of behavioral activities toward a firm. The purpose of this paper is to study the effect of customer engagement behaviors on perceived relationship benefits and relationship outcomes.Design/methodology/approachAn online survey of members of a gaming Facebook brand community, resulting in 276 usable responses from gaming customers.FindingsCustomer engagement was divided into “Community Engagement Behaviors” (CEB) and “Transactional Engagement Behaviors” (TEB). In addition, three relationship benefits were identified: social benefits, entertainment benefits and economic benefits. The engagement behaviors largely influenced the benefits received. Furthermore, the mediation analysis results show that the influence of CEB on satisfaction is partially mediated by social benefits and entertainment benefits, while the effect of TEB on satisfaction is fully mediated through the same benefits...

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Whatsapp and facebook dominate the social media landscape in middle-income nations.

In just a few decades, social media has changed how people around the world interact and communicate. And in eight middle-income countries surveyed by Pew Research Center in 2023, two particular platforms – WhatsApp and Facebook – dominate the social media scene.

Across these eight countries in Latin America, Africa and South Asia, a median of 73% of adults say they use WhatsApp and 62% say they use Facebook. Considerably fewer people say they use TikTok (median of 36%), Instagram (29%), Twitter (20%) or Telegram (15%). The surveys were conducted in Argentina, Brazil, India, Indonesia, Kenya, Mexico, Nigeria and South Africa in 2023, before Twitter was renamed X.

This analysis explores use of various social media sites in eight middle-income countries, as well as in the United States. It relies on data from multiple Pew Research Center surveys:

• International data comes from our 2023 Global Attitudes Survey , which includes surveys in eight emerging and developing economies (Argentina, Brazil, India, Indonesia, Kenya, Mexico, Nigeria and South Africa). These surveys were conducted face-to-face from Feb. 25 to May 22, 2023, with 10,235 adults. Country classifications by income level reflect 2022 World Bank income groupings . Due to questionnaire space and survey mode, we asked these questions only in these eight middle-income countries. 
• Our 2023 National Public Opinion Reference Survey (NPORS) was fielded from May 19 to Sept. 5, 2023, through a combination of web and mail surveys of 5,733 U.S. adults.

For more on technology use in the United States, including use of specific social media sites, read  “Americans’ Social Media Use”  and  “Q&A: How – and why – we’re changing the way we study tech adoption.”

Here are the questions used for this analysis , along with responses, and the survey  methodology .

WhatsApp, in particular, stands out for its broad reach in middle-income countries. In all eight surveyed countries, at least half of adults use WhatsApp, with shares ranging from a low of 50% in India to a high of 90% in Brazil. In the United States, by comparison, only 29% of adults use WhatsApp.

But Facebook is more popular in the U.S. than it is in some of these middle-income nations. Around two-thirds of U.S. adults (68%) use Facebook, compared with smaller shares in Kenya (62%), South Africa (61%), Nigeria (56%), Indonesia (53%) and India (39%).

Use of TikTok and Twitter is generally similar in the U.S. and in the middle-income countries we surveyed. For example, a third of U.S. adults use TikTok, similar to the median of 36% across the eight middle-income countries. Even in India – where TikTok is officially banned – 13% of adults say they use the platform.

We did not ask about Telegram use in the U.S. and, conversely, we did not ask about YouTube – the most popular social media site in the U.S. – in the middle-income countries surveyed.

Social media use is more common among young people, higher-income people in emerging economies

Younger people are far more likely than older people to use social media , including specific social media sites. For example, in India, three-quarters of 18- to 29-year-olds use WhatsApp, compared with only 17% of those ages 50 and older. This pattern is consistent across nearly all social media platforms we asked about, although the differences are not always as large.

People with more income are more likely to use most of the specific social media sites we asked about in each of the countries surveyed. For example, 63% of Nigerians with incomes above the national median use Facebook, compared with 41% of Nigerians who earn less than the national median.

There are similar differences by education too, with higher use of these social media sites among people with more education.

Note: Here are the questions used for this analysis , along with responses, and the survey  methodology .

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About Pew Research Center Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. It is a subsidiary of The Pew Charitable Trusts .