Honey Likes: Customer Engagement with Facebook Page. Case HopeSlashNoHope Oy
Yli-Kuivila, Ai Le (2020)
Yli-Kuivila, Ai Le
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052012686
https://urn.fi/URN:NBN:fi:amk-2020052012686
Tiivistelmä
This study was inspired by the case of HopeSlashNoHope Oy, a newly established beekeeping venture in Kajaani, in exploring what type of Facebook content stimulates customer active engagement. Based on that, the company can design attracting content to generate more ideas contributing to its product modification process. The main objective was to discover what are the driving factors in customer engagement behaviour towards content posted by a Facebook Page.
By conducting an online survey, the study gathered 113 responses from Facebook users residing in Finland. 31 respondents showed their interaction with the Page selling Finnish honey and honey products. According to the survey results, frequent Page posts, entertainment, personal identity, integration, and social interaction are not the only factors stimulating customer active engagement toward Facebook Page posts. There is more room for further study into different customer engagement behaviour types, e.g. the consuming behaviour.
By conducting an online survey, the study gathered 113 responses from Facebook users residing in Finland. 31 respondents showed their interaction with the Page selling Finnish honey and honey products. According to the survey results, frequent Page posts, entertainment, personal identity, integration, and social interaction are not the only factors stimulating customer active engagement toward Facebook Page posts. There is more room for further study into different customer engagement behaviour types, e.g. the consuming behaviour.