Consumer engagement is becoming an increasingly relevant area of marketing researches and is increasingly present in marketing strategies. Engagement, which must be understood as an interactive relationship between the brand and the consumer, also affects consumer loyalty to the brand, brand value in the eyes of consumers, and with a higher level of consumer involvement, the brand also achieves that consumers see it more positively, interestingly and attractively. With Web 2.0, which replaced Web 1.0, and new applications within it, new tools have also emerged what allows brands to achieve a higher level of involvement of their consumers. Since online social media and their relationship to consumer engagement in a brand have not yet been fully explored, the purpose of my thesis is to explore consumer involvement in virtual branded communities on the online social media Instagram and the impact of types of posts posted by the brand on the online social network Instagram, to the level of consumer engagement I researched ways of engaging consumers and level of engagement on the examples of brands in the fashion industry: Adidas, Nike, and Zara. For the research, I used typology, based on Coursaris which suggests different types of posts on social media and model adapted COBRA that separates different levels of consumer's engagement on social media.
|
