Interaktivitet & Engagemang

Sammanfattning: Title: Interactivity & Engagement - Can Inbound marketing be applied to build customer engagement? Seminar date: 2019-01-17 Course: FEKH29 Business Administration: Bachelor Degree Project in Marketing Undergraduate Level Author: Felix Guve Samaras, Laura Stefanovic and Henric Karlsson Key words: Inbound Marketing, Customer Engagement, Interaktion, Content, Digital network. Purpose: To study how implementing inbound marketing can affect customer engagement. Methodology: The study is performed using qualitative content analysis. The material is collected by retrieving digital content through various web pages. This content is categorized with the use of one of the study's main theoretical models and was used for finding connections between IM as strategy and observed customer engagement. Theoretical Perspectives: The study has its theoretical basis in theories of inbound marketing and customer engagement. These are used to understand how inbound marketing is implemented and generates customer engagement, and identify how this engagement is expressed. Empirical Foundation: Airbnb is used as a starting point and a source of empirical content in this study. The material used in this study is digital content that has been published on a variety of the company's digital channels. Conclusions: A correlation between the implementation of inbound marketing and customer engagement has been found to exists.