Social Media Experiment

Published: 15-10-2020| Version 1 | DOI: 10.17632/9pxwb9f3fy.1
Contributor:
Ludvik Eger

Description

The research investigates how companies using brand communities on Facebook influence consumers’ intention to purchase through online interactivity, responsiveness, and personalization. In an online experiment, participants viewed selected records of communication with customers from companies on Facebook pages that differed as to whether and how specifically the companies responded to their consumers.

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