Successful factors in increasing customer engagement for branded Facebook pages in Ho Chi Minh City
Hoang, Le Minh Huan (2019)
Hoang, Le Minh Huan
2019
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019052311654
https://urn.fi/URN:NBN:fi:amk-2019052311654
Tiivistelmä
The thesis aims to determine successful factors that marketers shall acknowledge in order to effectively increase beverage branded pages’ engagement with the customers. The case scenario is to increase customer engagement for a newly- established branded page for a beverage business, whose target customers are the millennials in Ho Chi Minh City, Vietnam. The studied literatures regarding the topics in the theoretical study of the thesis were used as the secondary information source. In the empirical study, the qualitative methodology was implemented. Through interviews with experts, the author withdraws insights and opinion which serve as the primary information source of the thesis.
The results of the thesis determine the important necessity of the four researched factors, which are the social media content, the virtual brand community, the advertisement, and the engagement metrics. The experts’ industrial insights and the theoretical background were integrated, in order to certify four factors that contribute effectively to the increase in customer engagement of a branded page for a beverage business.
The results of the thesis determine the important necessity of the four researched factors, which are the social media content, the virtual brand community, the advertisement, and the engagement metrics. The experts’ industrial insights and the theoretical background were integrated, in order to certify four factors that contribute effectively to the increase in customer engagement of a branded page for a beverage business.