CUSTOMER ENGAGEMENT FACTORS ON FASHION BRANDS' FACEBOOKS PAGES /
Abbas, Amina
CUSTOMER ENGAGEMENT FACTORS ON FASHION BRANDS' FACEBOOKS PAGES / AMINA ABBAS; Supervisor: Dokun Iwalewa Oluwajana - 70 sheets; 31 cm. Includes CD
Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Management Information Systems
Includes bibliography (sheets 55-60)
ii
ABSTRACT
In recent years, the term "consumer engagement" has mainstream consciousness to describe consumers' interactive experiences with brands. The swift dispersion of social networking sites, which enabled consumer engagement by means of online brand social media pages, contributed to the term's popularity. Today, marketers use their social media pages like Facebook to advertise their brands which is becoming more and more relevant to increase the engagement and involvement of consumers online. This research explored the concept of consumer engagement in the framework of fashion brand pages on Facebook and also examined the experiences and outcomes of this engagement. A quantitative method was used to gather information from a ten fashion brands’ Facebook pages in order to answer the objectives and test the hypothesis of the study and to also compare the responses for each question.
KEYWORDS: Customer Engagement, Facebook, Interaction, Online Engagement, Social Commerce, Social Media, Word-of-Mouth.
Social media--Dissertations, Academic
Word-of-mouth--Dissertations, Academic
CUSTOMER ENGAGEMENT FACTORS ON FASHION BRANDS' FACEBOOKS PAGES / AMINA ABBAS; Supervisor: Dokun Iwalewa Oluwajana - 70 sheets; 31 cm. Includes CD
Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Management Information Systems
Includes bibliography (sheets 55-60)
ii
ABSTRACT
In recent years, the term "consumer engagement" has mainstream consciousness to describe consumers' interactive experiences with brands. The swift dispersion of social networking sites, which enabled consumer engagement by means of online brand social media pages, contributed to the term's popularity. Today, marketers use their social media pages like Facebook to advertise their brands which is becoming more and more relevant to increase the engagement and involvement of consumers online. This research explored the concept of consumer engagement in the framework of fashion brand pages on Facebook and also examined the experiences and outcomes of this engagement. A quantitative method was used to gather information from a ten fashion brands’ Facebook pages in order to answer the objectives and test the hypothesis of the study and to also compare the responses for each question.
KEYWORDS: Customer Engagement, Facebook, Interaction, Online Engagement, Social Commerce, Social Media, Word-of-Mouth.
Social media--Dissertations, Academic
Word-of-mouth--Dissertations, Academic