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Full-Text Articles in Social and Behavioral Sciences
What Works And What Doesn't: An Analysis Of Brand Engagment On Facebook, Laurie Hiebert
What Works And What Doesn't: An Analysis Of Brand Engagment On Facebook, Laurie Hiebert
All Graduate Theses, Dissertations, and Other Capstone Projects
Brands and organizations utilize Facebook ‘likes’ and connections in order to promote brand awareness, a positive brand image, and improve purchase intention. Compared to Twitter and Instagram, Facebook remains the dominant platform for brands to sell products and engage consumers with new and upcoming merchandise and events. Consumers are dependent on their friends ‘likes’ and comments in order to make decisions about brands more than they are brand-made posts. This study looks at brand intention, message type, and the ‘like’ to determine what messages, days, and months are the most effective in generating consumer engagement.