Engagera på social media. Vilka faktorer driver den svenska konsumenten till Customer Engagement på Instagram?
(2020) FEKH29 20192Department of Business Administration
- Abstract
- Purpose: The aim of this study is to examine what attributes that drive the Swedish consumer to CE in Instagram for Swedish chain stores.
Methodology: The authors used a quantitative methodology and examined 121 Swedish retailers. The study is based on secondary data in terms of a survey where Swedish consumers responded to questions about their attitudes towards the brands. The collected score was then tested against three different CE measures to examine if there were any correlations. Average likes, average comments and number of followers.
Theoretical perspectives: Prior research to this had largely consisted of trying to define CE in the online environment and in what ways it benefits the companies. A lot of research also... (More) - Purpose: The aim of this study is to examine what attributes that drive the Swedish consumer to CE in Instagram for Swedish chain stores.
Methodology: The authors used a quantitative methodology and examined 121 Swedish retailers. The study is based on secondary data in terms of a survey where Swedish consumers responded to questions about their attitudes towards the brands. The collected score was then tested against three different CE measures to examine if there were any correlations. Average likes, average comments and number of followers.
Theoretical perspectives: Prior research to this had largely consisted of trying to define CE in the online environment and in what ways it benefits the companies. A lot of research also consists of how you create CE which is the starting point of this study.
Empirical foundations: The sample consists of 121 Swedish chain stores with a minimum of 10% recognition among the Swedish population. The data about the consumers attitudes about these companies was gathered from a survey which Market carried through.
Conclusions: The study has concluded several connections between company specific attributes and CE. The most significant relationships are that the customer find the price to be good and that they find it fun to shop, which is a part of the service attribute. (Less) - Abstract (Swedish)
- Syfte: Denna studie syftar till att undersöka vilka attribut som påverkar “customer engagement” positivt för svenska butikskedjor på Instagram.
Metod: Författarna har använt sig av en kvantitativ forskningsmetod där 121 svenska butikskedjor har undersökts. Utifrån sekundärdata som behandlat svenska konsumenters uppfattning kring diverse attribut beträffande företagen har korrelationer genomförts mot tre stycken customer engagement-mått på Instagram: likes, kommentarer och antal följare.
Teoretiska perspektiv: Tidigare forskning och befintlig teori kring ämnet CE består till stor del av att definiera vad CE i en online-miljö egentligen är och på vilket sätt det lönar sig. Mycket forskning grundar sig även i hur man skapar CE, vilket... (More) - Syfte: Denna studie syftar till att undersöka vilka attribut som påverkar “customer engagement” positivt för svenska butikskedjor på Instagram.
Metod: Författarna har använt sig av en kvantitativ forskningsmetod där 121 svenska butikskedjor har undersökts. Utifrån sekundärdata som behandlat svenska konsumenters uppfattning kring diverse attribut beträffande företagen har korrelationer genomförts mot tre stycken customer engagement-mått på Instagram: likes, kommentarer och antal följare.
Teoretiska perspektiv: Tidigare forskning och befintlig teori kring ämnet CE består till stor del av att definiera vad CE i en online-miljö egentligen är och på vilket sätt det lönar sig. Mycket forskning grundar sig även i hur man skapar CE, vilket är något vi har tagit vidare med denna studie.
Empiri: Urvalet av bolag består av 121 svenska butikskedjor som har över en kännedom på över 10% bland den svenska befolkningen. Data kring konsumentens attityd mot dessa är uthämtad från en enkät genomförd av Market.
Resultat: Studien har funnit flera samband mellan varumärkesspecifika attribut och CE. Dom attributen som genererar mest CE är att kunden uppfattar att det är bra priser och även att det är roligt att handla vilket går under serviceattributet. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9005107
- author
- Berntson, Fred LU ; Hannelius, Jesse LU and Van Dijkman, Sebastian LU
- supervisor
-
- Burak Tunca LU
- organization
- course
- FEKH29 20192
- year
- 2020
- type
- M2 - Bachelor Degree
- subject
- keywords
- Customer engagement, social media, CE, Instagram, Sweden, Market, Store Chain, Retailer
- language
- Swedish
- id
- 9005107
- date added to LUP
- 2020-02-14 12:16:42
- date last changed
- 2020-02-14 12:16:42
@misc{9005107,
abstract = {{Purpose: The aim of this study is to examine what attributes that drive the Swedish consumer to CE in Instagram for Swedish chain stores.
Methodology: The authors used a quantitative methodology and examined 121 Swedish retailers. The study is based on secondary data in terms of a survey where Swedish consumers responded to questions about their attitudes towards the brands. The collected score was then tested against three different CE measures to examine if there were any correlations. Average likes, average comments and number of followers.
Theoretical perspectives: Prior research to this had largely consisted of trying to define CE in the online environment and in what ways it benefits the companies. A lot of research also consists of how you create CE which is the starting point of this study.
Empirical foundations: The sample consists of 121 Swedish chain stores with a minimum of 10% recognition among the Swedish population. The data about the consumers attitudes about these companies was gathered from a survey which Market carried through.
Conclusions: The study has concluded several connections between company specific attributes and CE. The most significant relationships are that the customer find the price to be good and that they find it fun to shop, which is a part of the service attribute.}},
author = {{Berntson, Fred and Hannelius, Jesse and Van Dijkman, Sebastian}},
language = {{swe}},
note = {{Student Paper}},
title = {{Engagera på social media. Vilka faktorer driver den svenska konsumenten till Customer Engagement på Instagram?}},
year = {{2020}},
}