Customer Engagement on Facebook

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Individual Research

“Customer engagement of commercial brand community on Facebook”

Ms.Benchawan Phumphuengsri ID: 543-9374

iMBA Batch 3 Section 19

BP6993 Individual Research

Submitted to
Assistant Professor Dr. Kriengsin Prasongsukarn

Graduate School of business
Assumption University

Submission date: 12 April 2013

Word count: ……..words
Abstract

The rise of the Internet in worldwide there are opportunities and challenges have emerged for marketing brands and products. In its early days, the Internet was seen as an opportunity for marketers to communicate with consumers, and even to engage the customer in two-way communications. However, consumers are becoming overcome by marketers’ attempts to engage them in relationship marketing strategies. The marketing managers and planners should apply new ideas in order to make their brand community more effective because traditional web sites are no longer motivating customers to return and interact to the site. So it is important for the marketer to find out the strategy that involves the development of a virtual community around the brand by focusing on perceived benefits such as social benefits, entertainment benefits and economic benefits to the customer by using online media and social network which are more powerful marketing tools in the current day. In addition, interactions among members can influence the selection of brands, making effective communities very important for the company. In order to get a better understanding of the important factors of community engagement behaviour, this study will show which factor lead to successful online strategies for the marketing on Facebook fan page by using Product Moment Coefficient Pearson Correlation (Bivariate) to analyse the variables and explain that how social benefits, economic benefits and entertainment benefits have a relationship on customer community engagement behaviour.

Acknowledgements

To complete my individual research, I would like to thank you my advisor Assistant Professor Dr. Kriengsin Prasongsukarn for all helpful advices and guidance since the beginning up to the individual research completion. Moreover I have learned many things from him during the consulting time and he motivated me to try harder to understand and apply his teaching to real practice. I would like to thank to all of my friends, iMBA section 19 for their advice and encouragement which supported me to finish this individual research. Thank you to respondents of my questionnaires. Lastly I would like to thank my family who always believe in me that I could do study and work at the same time. I hope this research will be benefits the business towards understanding ways to enhance customer engagement with their brands.

Table of Contents

CHATER 1...................................................................................................................... 1 INTRODUCTION ……………………………………………………………………. 1 1.1 Background of the topic……………………...…………………………………….. 1 1.2 Statement of the problem…………………………………………………………….3 1.3 Research Objectives………………………………………………………………....3 1.4 Scope of Research ………………………………………………………………..... 4 1.5 Limitations of research …………………………………………..……………….... 4 1.6 Significant of study ……………………………………………………………….... 5 1.7 Definition of terms ……………………..……..……………………………………. 5 CHATER 2

LITERATURE REVIEW……………………………………………………..……… 5 2.1 Theoretical Literature …………………………………………………………........ 5 2.2 Related Literature Review ....……………………………………………...…….......7 2.3 Summary table of findings of previous researches…….…...………..……………... 9 CHAPTER 3

RESEARCH CONCEPTUAL FRAMEWORK …………………………………... 11 3.1 Theoretical Framework …………………………………………………………… 11 3.2 Conceptual Framework…………………………………………..…………..…… 12 3.3 Research hypothesis ……………………………………………..………..... .....…13 3.4 Operationalization of the variables ……………………………………………….. 14 CHAPTER 4

DATA ANALYSIS AND...
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