University of Twente Student Theses


Listen to your customers! : a study about content creation on social media to enhance customer engagement

Doek, A.J. (2020) Listen to your customers! : a study about content creation on social media to enhance customer engagement.

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Abstract:It is a major challenge for many organisations to create content on social media which leads to customer engagement. Moreover, there is a literature gap about creating content to achieve customer engagement. The purpose of this research is to develop a framework that contains a strategy for creating content which leads to customer engagement. For developing a framework, a Design Science Research Methodology is applied. Based on the literature and expert-interviews, five elements have emerged that are essential: the goal, target audience, listening, content creation, and evaluation. These elements were not previously merged and placed in this order. The goal and the target audience should first be determined, because the content depends on the goal and must be tailored to the customer needs. The next element is listening, which is crucial before creating content. Listening helps to discover the customer's interests, so that an organisation can respond to this. When creating content, several characteristics must be taken into account. Subsequently, the content should be evaluated to find out to what extent customer engagement has been achieved. The case study shows that this framework is a useful guide to determine the content for achieving customer engagement.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:83 economics, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
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