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Consumer Engagement on Social Media

An Explorative Study of Co-Creative Interaction and Activities on Luxury Fashion Brands’ Corporate Social media pages

Written by S. Douib

Paper category

Bachelor Thesis


Business Administration>Communication & Media




Bachelor Thesis: Social media 2.1.1 Social media marketing Social media marketing (SMM) is a good integrated element in today's company marketing strategy (Felix et al., 2017, p. 1). Although the interest and popularity of researching social media as a marketing phenomenon has increased (Coutant & Stenger, 2013, p. 108; Kim & Ko, 2012, p. 1481; Pomirleanu et al., 2013, P. 177), but the literature still seems to only regard SMM as an effective communication tool, and little is known about the actual existence of brands on various popular online platforms (Coutant & Stenger, 2013, p. 108). Social media, as a connection point that provides and generates certain interactive activities, usually also causes people to want to participate and respond (Piligrimiene, Dovaliene, and Virvilaite, 2015, 453). Social media has mainly created five activities to attract people to become active on different platforms of social media (Gautam & Sharma, 2017, p. 872; Godey et al., 2016, p. 8; Kim & Ko, 2010, p. 8 ). 170). In addition, all these five activities (entertainment, customization, interaction, word-of-mouth, and fashion) are defined as the basis of social media popularity (Gautam & Sharma, 2017, p. 872). 2.1.2. Entertainment in entertainment content adds value by providing them with a certain amount of entertaining and relaxing information (McCormick & Livett, 2012, p. 33; Gautam & Sharma, 2017, p. 885). McCormick and Livett (2012, p. 23) discuss hedonism and how it can help improve the relationship between businesses and consumers through fun and enjoyable interactions, and how this in turn adds value to the online experience. In addition, Gautam & Sharma (2017, p. 885) found that relationships that are often based on intimacy and trust become stronger when they bring joy and entertainment to consumers. Especially in the luxury goods industry among Internet fashion brands, purchases and loyalty come from customers who value a good experience (McCormick & Livett, 2012, p. 23). In addition, the ability to view the visual effects of clothing in more detail and the presence of additional purchase assistance has shown that it will increase purchase willingness (McCormick & Livett, 2012, p. 33). At the same time, people seem to forget the fact that the brand is selling goods when they visit brand websites, because these websites usually look more like blogs with visual effects and become a place for consumers to get fashion inspiration (McCormick & Livett, 2012, Page 34). Today’s young consumers go online for information and entertainment purposes (Correa, Hinsley, & de Zúñiga, 2010, p. 247; McCormick & Livett, 2012, p. 36), and the Internet plays an important role in their lives In fact, they get enjoyment and entertainment from aesthetic fashion information, which adds another attraction to them (McCormick & Livett, 2012, p. 36). 2.3. Consumer participation 2.3.1. In terms of multi-dimensional concepts, consumers are generally concerned about purchasing behaviors in terms of participating in attention behaviors. Researchers have defined consumer participation and its behavior as transcending transactions, and [it] may be specifically defined as the behavioral performance of customers with brand or company focus, transcending purchases, and driven by motivation (Van Doornet al., 2010, p. 254 pages). In addition, for more than ten years, researchers have pointed out that consumer participation is a key concept in marketing (Islam & Rahman, 2016, p. 2008). Consumer participation is based on the interactive relationship between consumers, which in turn produces experience of perceived value. Interaction (Geisinger and Laurel, 2016, p. 178). Sometimes engagement is defined as the physical, cognitive, and/or emotional state of the customer in the relationship with the brand (Brodie et al., 2013, p. 107; Geissinger and Laurel, 2016, p. 178). At other times, consumer interaction based on specific events and related brand offers can explain the basis of consumer participation (Geissinger & Laurell, 2016, p. 178). Social media represents a platform full of social interaction expressions based on different activities (Coutant & Stenger, 2013, p. 114; Geissinger and Laurel, 2016, p. 179). Then Internet users who participate in social media are considered to be socially engaged (Geissinger & Laurell, 2016, p. 179). Brand communities have also developed in these social contexts (Geissinger & Laurell, 2016, p. 179). Due to the many aspects of consumer participation, the term should be understood as a multidimensional concept that includes cognitive, emotional and behavioral factors (Geisinger and Laurel, 2016, p. 180; Islam and Rahman, 2016 Year, 2019 pages). Brody et al. (2013, p. 105) studied the nature and scope of consumer participation in the online brand community environment, and it was consistent with Geissinger and Laurell (2016, p. 180). The author stated that additional support from other authors Under the circumstances, consumer participation is highly dynamic and complex (Brodie et al., 2013, p. 112; Moran and Wilson, 2010, p. 3; Gambetti et al., 2012, p. 680). In addition, this multi-dimensional concept and its intensity change over time, which proves to the author that the degree of participation varies with the status of the participants (Brodie et al., 2013, p. 105). According to Geissinger & Laurell (2016, p. 180), the use of social media and its social platforms has become a good outlet for all these aspects, allowing people to socially interact with others, meet other people with similar interests, and express Experience and opinions, as well as being influenced by the media and other users (Kim and Ko, 2010, p. 165). Read Less