Due to the emergence of social networking sites (SNS) and their increasing popularity, the sphere of company's brand management and its communication with multiple shareholders is facing significant challenges. SNS a result of the establishemnt of the web 2.0., that is interactive in his essence, enable individuals to engage in interaction with other agents, including brands, which is the main topic of the thesis. The main focus of the research was whether SNS engagement reflects in changed attitude towards brand X, brand X recommendation and purchase intention of this brand. Quantitative method was used for data collection. The questionnaire was answered by 450 Facebook users. Two subsamples were formed, including followers and nonfollowers of the analyzed brand on Facebook. The results show a positive correlation between engagement of individuals on Facebook and attitude towards brand X, brand recommendation and purchase intention (this one is not statistical significant). The difference between engaged and unengaged consumers in their brand attitude, recommendation and purchase intention is also identified. After finishing the research, I strongly believe that SNS presence is vital for a company, that communicates with their shareholders through their brand. It is important to establish long term relationships with consumers, using various techniques. That is consistent with the new marketing concept – transparency and reciprocity.
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