University of Twente Student Theses


Increasing Customer Engagement in retailing using social media as marketing tools

Ditzel, K. (2017) Increasing Customer Engagement in retailing using social media as marketing tools.

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Abstract:These days, social media is an interesting marketing tool for companies to reach a large audience by a minimum of costs. In particular, retailers are challenged to focus on a fitting social media strategy to be more effective on this new form of marketing. In comparison to companies serving a large market, most of the time retailers are limited by a small budget, less time and rarely marketing knowledge. Social media is considered as a tool to engage with customers, however in retailing less attention has been paid to the effects of social media on customer engagement and the influencing psychological aspects. Hereby, the business issue arise how retailers can successfully use social media marketing to increase customer engagement. The basis of this study is built on a practical question and a research problem. The practical question is defined as ’What social media tactics can retailers use to increase customer engagement?’. This leads to the following research problem ‘What are effects of social media tactics on customer engagement?’. An online questionnaire was conducted to study different social media tactics.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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