Social Media Marketing: What factors affect consumers brand engagement towards social media marketing, and what is the effectiveness of the factors?

Abstract

It has become increasingly more important for companies to implement social media marketing in the last decade, because of the increased social media use amongst the population. Companies also have to invest more in social media as it is crucial for companies to understand what factors affect the attitude of the consumers towards social media marketing to be successful. This study was performed to increase the knowledge of how different factors affect brand engagement. We did this by using quantitative research with a questionnaire, data analyses, and support from previous studies. The regression analysis results revealed that the independent variables motivation/intention and user behavior had a significant effect on brand engagement. The user characteristics of trust and word of mouth were also found to have a mediating effect. The result of our thesis gives an understanding of the factors that affect brand engagement. It can be used by marketers that aim to increase the effect and success of their social media marketing. The thesis also suggests areas for further research.