Facebook and Customer engagement: The Impact of Facebook on Customer Engagement: A Comprehensive Study
2023 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
Student thesis
Abstract [en]
This study examines the relationship between social media engagement on Facebook and customer purchase intentions. The data collected includes social media engagement metrics such as likes, shares, comments, and click-through rates, along with customer demographics, purchase intentions, and satisfaction levels obtained through surveys. The findings indicate a positive correlation between customer engagement on Facebook and purchase intentions, suggesting that higher engagement leads to increased likelihood of customer purchases. The study also identifies the influence of factors like customer satisfaction and demographics on engagement and purchase intentions. These findings offer valuable insights for businesses aiming to improve their Facebook marketing strategies. However, limitations related to sample representativeness and potential biases in survey responses should be considered. Overall, this study highlights the importance of social media engagement in driving customer purchase intentions and emphasizes the need for effective engagement strategies on Facebook.
Place, publisher, year, edition, pages
2023. , p. 67
Keywords [en]
Social media, customer engagement, customer loyalty, social media content, customer attitude, customer behaviour, Facebook, online communication, user engagement
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-125138OAI: oai:DiVA.org:lnu-125138DiVA, id: diva2:1804409
Subject / course
Business Administration - Other
Educational program
Marketing, Master Programme, 120 credits
Supervisors
Examiners
2023-10-122023-10-122023-10-12Bibliographically approved