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Influencing Consumer Engagement: Entrepreneurial Marketing in Social Media

Claesson, Filippa LU and Mars, Isabella LU (2024) ENTN19 20241
Department of Business Administration
Abstract
The study investigates how small and medium-sized enterprises (SMEs) entrepreneurial marketing activities on social media instigate cognitive, emotional and behavioural aspects of customer engagement. Using a qualitative research design and conducting semi-structured interviews, the study explores how these marketing strategies instigate different types of consumer behaviours and engagement levels. By examining the role of entrepreneurial marketing activities on customer engagement and perceptions, through social media, the research provides practical insights for SMEs seeking to effectively leverage social media marketing.
The findings reveal the intricate ways in which entrepreneurial marketing activities on social media shape consumer... (More)
The study investigates how small and medium-sized enterprises (SMEs) entrepreneurial marketing activities on social media instigate cognitive, emotional and behavioural aspects of customer engagement. Using a qualitative research design and conducting semi-structured interviews, the study explores how these marketing strategies instigate different types of consumer behaviours and engagement levels. By examining the role of entrepreneurial marketing activities on customer engagement and perceptions, through social media, the research provides practical insights for SMEs seeking to effectively leverage social media marketing.
The findings reveal the intricate ways in which entrepreneurial marketing activities on social media shape consumer perceptions and interactions. Through an analysis of interactive content, co-creation initiatives, and strategic product releases, the study highlights the importance of innovative approaches in driving cognitive and behavioural engagement among customers. Additionally, the research showcases how SMEs, exemplified by Caia Cosmetics, strategically utilise the social media platform Instagram to transform traditional brand- customer relationships, fostering personalised engagement and strong emotional connections. Caia Cosmetics excels in understanding their target audience, which enables the creation of entrepreneurial marketing activities that resonates with customers desires and aspirations. Through portraying an aspirational lifestyle and embodying qualities that customers aspire to emulate, Caia Cosmetics cultivates strong emotional connections and genuine affection towards the brand.
By addressing gaps in existing literature and offering insights into the impact of entrepreneurial marketing on consumer engagement, this study provides valuable recommendations for SMEs aiming to enhance their consumer interactions through innovative digital marketing strategies. The research not only advances knowledge in the field but also provides practical implications for developing effective marketing practices in the evolving digital landscape. (Less)
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author
Claesson, Filippa LU and Mars, Isabella LU
supervisor
organization
course
ENTN19 20241
year
type
H1 - Master's Degree (One Year)
subject
language
English
id
9166443
date added to LUP
2024-06-24 10:11:15
date last changed
2024-06-24 10:11:15
@misc{9166443,
  abstract     = {{The study investigates how small and medium-sized enterprises (SMEs) entrepreneurial marketing activities on social media instigate cognitive, emotional and behavioural aspects of customer engagement. Using a qualitative research design and conducting semi-structured interviews, the study explores how these marketing strategies instigate different types of consumer behaviours and engagement levels. By examining the role of entrepreneurial marketing activities on customer engagement and perceptions, through social media, the research provides practical insights for SMEs seeking to effectively leverage social media marketing.
The findings reveal the intricate ways in which entrepreneurial marketing activities on social media shape consumer perceptions and interactions. Through an analysis of interactive content, co-creation initiatives, and strategic product releases, the study highlights the importance of innovative approaches in driving cognitive and behavioural engagement among customers. Additionally, the research showcases how SMEs, exemplified by Caia Cosmetics, strategically utilise the social media platform Instagram to transform traditional brand- customer relationships, fostering personalised engagement and strong emotional connections. Caia Cosmetics excels in understanding their target audience, which enables the creation of entrepreneurial marketing activities that resonates with customers desires and aspirations. Through portraying an aspirational lifestyle and embodying qualities that customers aspire to emulate, Caia Cosmetics cultivates strong emotional connections and genuine affection towards the brand.
By addressing gaps in existing literature and offering insights into the impact of entrepreneurial marketing on consumer engagement, this study provides valuable recommendations for SMEs aiming to enhance their consumer interactions through innovative digital marketing strategies. The research not only advances knowledge in the field but also provides practical implications for developing effective marketing practices in the evolving digital landscape.}},
  author       = {{Claesson, Filippa and Mars, Isabella}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Influencing Consumer Engagement: Entrepreneurial Marketing in Social Media}},
  year         = {{2024}},
}