The Perceived Value and Effect of Social Media Marketing on Customer Engagement

Ing. Nabi Abbasaliyev

Diplomová práce

Anotace:

The aim of this study is to examine the relationship between perceived value derived from social media marketing activities and customer engagement (e.g., behaviours such as liking, sharing, commenting, and recommending), contributing to the knowledge in the field of digital marketing and consumer behaviour. The study first reviewed the literature on social media marketing and customer behaviour, followed with a critical review on recent related research. A conceptual model developed based on related theories. The model validated surveying users from Facebook or other social media platforms and will be tested using SEM/PLS technique. Recommendations provided to practitioners to align their social media marketing activities. The study underscores the complexity of consumer engagement in an online context, offering a revised viewpoint for businesses looking to enhance their digital marketing strategies and build stronger, more meaningful consumer relationships through social media.

Abstract:

The aim of this study is to examine the relationship between perceived value derived from social media marketing activities and customer engagement (e.g., behaviours such as liking, sharing, commenting, and recommending), contributing to the knowledge in the field of digital marketing and consumer behaviour. The study first reviewed the literature on social media marketing and customer behaviour, followed with a critical review on recent related research. A conceptual model developed based on related theories. The model validated surveying users from Facebook or other social media platforms and will be tested using SEM/PLS technique. Recommendations provided to practitioners to align their social media marketing activities. The study underscores the complexity of consumer engagement in an online context, offering a revised viewpoint for businesses looking to enhance their digital marketing strategies and build stronger, more meaningful consumer relationships through social media.

Keywords

"Perceived Value", "Customer Engagement", "Social Media Marketing", "Consumer Behaviour", "Usage Intention"

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 10. 5. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 28. 1. 2025
• Vedoucí: doc. Ahad Zareravasan, PhD
• Oponent: Mgr. et Mgr. Tomáš Ondráček, Ph.D.

Masarykova univerzita

Ekonomicko-správní fakulta

Magisterský studijní program / obor:
Business Management / Business Management