Consumer engagement with a brand on Facebook
Autor(a) principal: | |
---|---|
Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/19303 |
Resumo: | Social media and in particular social Networking Sites have grown in importance and have each day more users. This fact has increased the number of brands on these social networking sites (SNS) trying to engage with their consumers. The purpose of this research is to determine the main motivations for consumers to engage with a brand through Facebook and to study if brand love influences consumer engagement and how these factors (brand love, and consumer engagement) impact brand equity. For this we performed an online survey with 233 valid responses. Correlations analyses were performed in other to study these relations. The results indicate that the principal motivations to engage with a brand through the consumption of content are entertainment, social influence, search for information and trust. The main motivations to interact and participate in a SNS brand page are social influence and personal identity Brand love also influences consumer engagement and these two factors influence brand equity. Theoretical and managerial findings are discussed and directions for further research are given. |
id |
RCAP_7b714ca74a56fd82e1a8494d41a9d32c |
---|---|
oai_identifier_str |
oai:repositorio.ucp.pt:10400.14/19303 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Consumer engagement with a brand on FacebookConsumer engagementSocial networking sitesFacebook, brand loveBrand equityDomínio/Área Científica::Ciências Sociais::Economia e GestãoSocial media and in particular social Networking Sites have grown in importance and have each day more users. This fact has increased the number of brands on these social networking sites (SNS) trying to engage with their consumers. The purpose of this research is to determine the main motivations for consumers to engage with a brand through Facebook and to study if brand love influences consumer engagement and how these factors (brand love, and consumer engagement) impact brand equity. For this we performed an online survey with 233 valid responses. Correlations analyses were performed in other to study these relations. The results indicate that the principal motivations to engage with a brand through the consumption of content are entertainment, social influence, search for information and trust. The main motivations to interact and participate in a SNS brand page are social influence and personal identity Brand love also influences consumer engagement and these two factors influence brand equity. Theoretical and managerial findings are discussed and directions for further research are given.Machado, Joana CésarSilva, Susana Cristina Lima da Costa eVeritati - Repositório Institucional da Universidade Católica PortuguesaAndré, Ana Raquel Queirós2016-03-10T16:21:02Z2015-06-2520152015-06-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/19303TID:201489678enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-05T01:34:12Zoai:repositorio.ucp.pt:10400.14/19303Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:16:10.659290Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Consumer engagement with a brand on Facebook |
title |
Consumer engagement with a brand on Facebook |
spellingShingle |
Consumer engagement with a brand on Facebook André, Ana Raquel Queirós Consumer engagement Social networking sites Facebook, brand love Brand equity Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Consumer engagement with a brand on Facebook |
title_full |
Consumer engagement with a brand on Facebook |
title_fullStr |
Consumer engagement with a brand on Facebook |
title_full_unstemmed |
Consumer engagement with a brand on Facebook |
title_sort |
Consumer engagement with a brand on Facebook |
author |
André, Ana Raquel Queirós |
author_facet |
André, Ana Raquel Queirós |
author_role |
author |
dc.contributor.none.fl_str_mv |
Machado, Joana César Silva, Susana Cristina Lima da Costa e Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
André, Ana Raquel Queirós |
dc.subject.por.fl_str_mv |
Consumer engagement Social networking sites Facebook, brand love Brand equity Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Consumer engagement Social networking sites Facebook, brand love Brand equity Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Social media and in particular social Networking Sites have grown in importance and have each day more users. This fact has increased the number of brands on these social networking sites (SNS) trying to engage with their consumers. The purpose of this research is to determine the main motivations for consumers to engage with a brand through Facebook and to study if brand love influences consumer engagement and how these factors (brand love, and consumer engagement) impact brand equity. For this we performed an online survey with 233 valid responses. Correlations analyses were performed in other to study these relations. The results indicate that the principal motivations to engage with a brand through the consumption of content are entertainment, social influence, search for information and trust. The main motivations to interact and participate in a SNS brand page are social influence and personal identity Brand love also influences consumer engagement and these two factors influence brand equity. Theoretical and managerial findings are discussed and directions for further research are given. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-06-25 2015 2015-06-25T00:00:00Z 2016-03-10T16:21:02Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/19303 TID:201489678 |
url |
http://hdl.handle.net/10400.14/19303 |
identifier_str_mv |
TID:201489678 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799131844877221888 |