Engagera på social media. Vilka faktorer driver den svenska konsumenten till Customer Engagement på Instagram?
Sammanfattning: Purpose: The aim of this study is to examine what attributes that drive the Swedish consumer to CE in Instagram for Swedish chain stores. Methodology: The authors used a quantitative methodology and examined 121 Swedish retailers. The study is based on secondary data in terms of a survey where Swedish consumers responded to questions about their attitudes towards the brands. The collected score was then tested against three different CE measures to examine if there were any correlations. Average likes, average comments and number of followers. Theoretical perspectives: Prior research to this had largely consisted of trying to define CE in the online environment and in what ways it benefits the companies. A lot of research also consists of how you create CE which is the starting point of this study. Empirical foundations: The sample consists of 121 Swedish chain stores with a minimum of 10% recognition among the Swedish population. The data about the consumers attitudes about these companies was gathered from a survey which Market carried through. Conclusions: The study has concluded several connections between company specific attributes and CE. The most significant relationships are that the customer find the price to be good and that they find it fun to shop, which is a part of the service attribute.
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