Redefining Consumer Engagement for Social Media Marketing

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Abstract/Contents

Abstract: Brands have leveraged the power of Facebook, Instagram and Twitter in an attempt to create relationships with their consumers by sharing product information, promotions, and brand content online. While social media brand marketing is necessary for companies looking to thrive in today’s advertising landscape, it is difficult to quantify the return on investment of social media marketing. What is the value of a ‘like’? How does gaining a ‘follower’ benefit a company? Marketers try to measure this benefit through consumer engagement, a multifaceted term that scholars have attempted to clearly define for years. The following literature review seeks to concisely define consumer engagement, and show that the amalgamation of likes and comments on social networking sites are not sufficient metrics of consumer engagement for social media marketing.

Type of resource	text
Date created	June 2018

Author	Murray, Kelsey
Primary advisor	Reeves, Byron, 1949-
Degree granting institution	Stanford University, Department of Communication

Subject	Department of Communication
Subject	Coterminal MA in Communication
Subject	Media Studies Track
Subject	Consumer Engagement
Subject	Customer Engagement
Subject	Social Media Marketing
Genre	Thesis

Location	https://purl.stanford.edu/fy356hh6988

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License: This work is licensed under a Creative Commons Attribution Non Commercial No Derivatives 3.0 Unported license (CC BY-NC-ND).

Preferred Citation: Murray, Kelsey. (2018). Redefining Consumer Engagement for Social Media Marketing. Stanford Digital Repository. Available at: https://purl.stanford.edu/fy356hh6988

Masters Theses in Media Studies, Department of Communication, Stanford University

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