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Social Media Marketing: Consumer Engagement on Firm Generated Content and its Effect on Brand Attitude

Dahl, Katarina; Furnes, Tonje
Master thesis
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2037675.pdf (3.626Mb)
Master thesis - Preliminary Report.pdf (805.1Kb)
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http://hdl.handle.net/11250/2579071
Utgivelsesdato
2018
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  • Master of Science [1116]
Sammendrag
By using Bohus as a case study, this paper seeks to add to the literature of social

media marketing by looking at different drivers of consumer engagement for firm

generated content. This particular paper addresses firm generated content on

Facebook and its effect on brand attitude. Based on a review of relevant literature,

as well as a prestudy, we have identified inherent gaps in the literature and

propose the following research question:

What drives consumer engagement in different types of firm generated content on

Facebook, and to what extent does it affect brand attitude?

Based on our research question and presented literature review, six hypotheses

regarding brand attitude and personal- and social engagement have been created.

Further, we have developed a research framework which explains the relationship

between these variables. The framework is based on the belief that the different

variables will form a certain effect on online engagement and brand attitude.

For the method of our study we use a factorial design to measure the effects of our

independent variables to be able to find inferences of causality. To test the

research framework empirically we conducted an online experiment where

respondents were randomly assigned to one of eight manipulated firm generated

content. Variables that were manipulated were inspiration (in environment vs. not

in environment), offer (20% vs. 50%) and total number of likes on firm generated

content (11k. vs. 4000k).

For the category social engagement, we found that consumers engage with firm

generated content containing inspiration by pressing like. When investigating

drivers of this engagement, social identification was found to have a positive

effect. This implicates that managers need to know their target group well enough

to create content that identify with consumers interests and personality. For the

category personal engagement, there was no positive effect for pressing link for

firm generated content containing offer. However, we found a negative correlation

for pressing like. This emphasizes the importance of inspiration within firm generated content and implies that consumers are not as interested in the offer

itself but rather the social value it brings by socially engaging.

Lastly, our study affirms a correlation between consumers brand attitude and

engagement for firm generated content, where change in brand attitude has the

biggest correlations. This indicates that managers can use firm generated content

to change consumers brand attitude, and with this increase their online

engagement. We also found that higher promotion offers in firm generated content

generates greater increase in brand attitude and number of website visits as long as

the content is found informative. Overall, our findings give insight of how to

engage with consumers, spread information and learn from and about a

company´s audience. This can help managers to better understand the effects of

marketing efforts in social media and build positive brand attitudes, further

increasing sales and profits.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018
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Handelshøyskolen BI

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