The importance of engagement and user content on the marketing effectiveness in Facebook

• Main Authors: Neo, Li Zhen, Thien, Fang Qi, Toh, Kwee Gek
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing::Internet
• Online Access: http://hdl.handle.net/10356/48123
• Institution: Nanyang Technological University

This is a study on how engagement and user content influence the effectiveness of using Facebook as a marketing platform. Current studies have shown that social media marketing is highly dependent on marketers’ engagement, and the value of user content. It is a common belief among marketers...