Beyond engagement: A study of the online brand-user interactions in the dynamic social network environment
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- Title
- Beyond engagement: A study of the online brand-user interactions in the dynamic social network environment
- Creator
- Peter Csipak Jr.
- Supervisor
- Lila Maliari.
- Date
- 2016
- Abstract
- This dissertation sets out to discover the driving forces behind the user-online brand interactions in a chosen companys social network activities. Relevant literature in the fields of digital marketing, content marketing, online-branding, and social media content was analysed to lead to a meaningful conclusion. A seven-step social media content analysis method was used, which involved the use of a coding scheme. Four different categories were identified in order to classify the 97 sample units in the assessed time frame of 5th January to 20th November, 2015. The research revealed that consistency in sharing company generated content was not in correlation with the generation of likes, shares and comments on the companys Facebook App Page. It was found that company generated content that implements storytelling methods make up 17% of the unit samples, however they pose a strong tool for engaging the companys social network community. Application related company generated content demonstrated its competence in solving users problems in a social network environment. Nonetheless, the great majority (53%) of CGC fell into the entertaining category, yet this category failed to produce any meaningful interactions in the assessed environment. Corporate Culture(2. category) and Raising Awareness(5. category) proved to be significantly underdeveloped segments of the companys content marketing strategy throughout the assessed period. Research currently lags behind the ever-changing field of marketing in the age of social media. Therefore, the conclusions in this dissertation aim to illuminate patterns and principles of social media marketing that can help businesses to better their marketing strategies and maximise their resources.
- Subject
- International Business Marketing
- Extent
- 62 pages : colour illustrations
- Format
- Publisher
- Regent's University London
- degree
- BA International Business Marketing
- Language
- English
- Date Issued
- 2015
- Type
- Report
- Rights Holder
- Regent's University London & Peter Jr. Csipak
- Item sets
- Theses or Dissertation