Description
Brands should focus their attention to SNS, allocating efforts into achieving a relevant and SMM strategy. After all, only relevant and targeted content will obtain relevant engagement from its consumers on SNS. This dissertation aims to study the impact different types of product involvement (high and low involvement products) and brand strength might have on the levels of consumers engagement with a brand on SNS, namely Instagram. To this end, this study is divided into descriptive and explanatory research methods. Results of the study show that product involvement does not have an impact on consumer engagement with branded content posts. However, product involvement has a significant impact on the willingness to follow a brand. The level of consumer engagement with branded content was found to be influenced by brand appeal and brand identity. Results show that brand strength has an impact on consumer engagement, since stronger brands typically display lower levels of consumer engagement. In conclusion, these findings are relevant for managers and marketers in allocating budget on social media marketing and in optimizing the levels of consumer engagement for their branded content posts on Instagram.| Period | 12 Mar 2018 |
|---|---|
| Held at | Católica Lisbon School of Business & Economics |
| Degree of Recognition | Master |