The investigations of consumer brand engagement in social media based brand communities at intra and interpersonal levels

Abstract

The emergence of social media technologies has created an impetus to the digital transformation era in marketing Schultz Peltier 2013 Amongst the plethora of opportunities unleased by this technological advancement to the marketers of this era a key benefit to the marketing community is based on its ability to allow brands to directly engage or communicate with its consumersOne of the key questions that remains unanswered are factors thatcan influence brand related outcome variables of consumer brand engagement CBE Pansari Kumar 2017The aim of this thesis is to fill the research gaps identified whichcalls for a detailed study of factors influencing CBE Dolan et al 2016 Oliveira et al 2016 Triantafillidou Siomkos 2018 The key aim is to provide clarity to understand the mechanism of CBE in a better manner focusing on the factors affecting CBE on social networking sites specifically Facebook This leads to the following three research questions newline