CUSTOMER ENGAGEMENT FACTORS ON FASHION BRANDS' FACEBOOKS PAGES / AMINA ABBAS; Supervisor: Dokun Iwalewa Oluwajana

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2022Tanım: 70 sheets; 31 cm. Includes CDİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar): Tez notu: Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Management Information Systems Özet: 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.
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 2550 A23 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Management Information Systems Department T2871
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel YL 2550 A23 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Management Information Systems Department CDT2871
Toplam ayırtılanlar: 0

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.

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