dc.contributor.author | Apaza, Winny | |
dc.contributor.author | Jahan, Tasnim | |
dc.date.accessioned | 2021-06-23T10:29:58Z | |
dc.date.available | 2021-06-23T10:29:58Z | |
dc.date.issued | 2021-06-23 | |
dc.identifier.uri | http://hdl.handle.net/2077/68723 | |
dc.description | MSc in Marketing and Consumption | sv |
dc.description.abstract | Consumer engagement on online brand communities has increasingly become a
field of interest among marketers. As the process of online consumer engagement is different
from traditional ones, it continued to impose challenges to the marketers to take different
strategies. For the online consumer engagement, it has become necessary for marketers to
build a two-way communication with consumers in order to analyze their responses and
produce resourceful insights. In online brand communities, consumers’ responses can be
measured through content. The content can be generated by different content creators and it
has different characteristics that are connected to consumer engagement. Using consumer
engagement as a theoretical framework, the current study scrutinizes consumer
engagement with the content, considering content characteristics and type of content that are
created by three types of content creators such as firm, influencers and consumers. The study
identifies that firm generated content are able to create higher consumer engagement in
comparison with influencer or consumer generated content. It also analyses consumer
engagement that tends to increase when the content integrate humors, emotional appeals or
they are in the form of polling or contests. The analysis discovers caption as an element of
content characteristics which sheds new light on this research field. This
research provides new insights to practitioners and marketers how they can design social
media content, which context of the content they should include and which content creator’s
post they should share in order to maximize online consumer engagement with their brands. | sv |
dc.language.iso | eng | sv |
dc.relation.ispartofseries | Master Degree Project | sv |
dc.relation.ispartofseries | 2021:110 | sv |
dc.subject | online brand communities | sv |
dc.subject | content creators | sv |
dc.subject | content characteristics | sv |
dc.subject | consumer engagement | sv |
dc.subject | influencer generated content | sv |
dc.subject | firm generated content | sv |
dc.subject | consumer generated content | sv |
dc.title | Consumer engagement in online brand communities: A netnographic study on Gymshark's Facebook brand page | sv |
dc.type | Text | |
dc.setspec.uppsok | SocialBehaviourLaw | |
dc.type.uppsok | H2 | |
dc.contributor.department | University of Gothenburg/Graduate School | eng |
dc.contributor.department | Göteborgs universitet/Graduate School | swe |
dc.type.degree | Master 2-years | |