國立虎尾科技大學 |

Social Media Content and Brand Loyalty : = A Quantitative Study of the Determinants of Engagement for Gen X Females.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Social Media Content and Brand Loyalty :/
Reminder of title:	A Quantitative Study of the Determinants of Engagement for Gen X Females.
Author:	Rogers, Jessica L.
Description:	1 online resource (139 pages)
Notes:	Source: Dissertation Abstracts International, Volume: 79-02(E), Section: A.
Subject:	Marketing. -
Online resource:	click for full text (PQDT)
ISBN:	9780355320794

Social Media Content and Brand Loyalty : = A Quantitative Study of the Determinants of Engagement for Gen X Females.
Rogers, Jessica L.

Social Media Content and Brand Loyalty :A Quantitative Study of the Determinants of Engagement for Gen X Females. - 1 online resource (139 pages)

Source: Dissertation Abstracts International, Volume: 79-02(E), Section: A.

Thesis (Ph.D.)--Northcentral University, 2017.

Includes bibliographical references

The field of marketing has been and continues to be impacted by technological advances, specifically in the area of social media. Social media are changing the ways in which brands reach and communicate with consumers, and changing the way consumers communicate with one another and with brands. Businesses fail to capitalize on consumers' perceived costs and benefits of engagement when creating content strategies that should stimulate engagement of targeted audiences. Guided by Emerson's (1967) social exchange theory (SET), this quantitative non-experimental correlational study adds to the body of knowledge surrounding the relationship between the brand loyalty of Gen X females and the perceived costs and benefits of user engagement, as well as user engagement on Twitter with social media content. This study involves Gen X females who follow and engage in brand-owned Twitter accounts recruited via social media, specifically Twitter, and seeks to answer three research questions: to what extent, if any, is there a relationship between the user engagement on Twitter and brand loyalty of Gen X females? To what extent, if any, is there a relationship between perceived costs of user engagement on Twitter and brand loyalty of Gen X females? And finally, to what extent, if any, is there a relationship between perceived benefits of user engagement on Twitter and brand loyalty of Gen X females? A cross-sectional survey was administered, and data were transferred into SPSS v.22 software for storage and data analysis. Both Pearson's correlation and regression analysis were conducted to determine the underlying relationship between the independent variables and dependent variable. Findings indicate there is a statistically significant relationship between user engagement on Twitter and brand loyalty of Gen X females; there is a statistically significant relationship between perceived costs of user engagement on Twitter and brand loyalty of Gen X females; there is a statistically significant relationship between perceived benefits of user engagement on Twitter and brand loyalty of Gen X females. These outcomes provide support to the existing literature on the importance of user engagement, perceived costs and benefits, and brand loyalty in social media platforms, particularly Twitter.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355320794Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

Social Media Content and Brand Loyalty : = A Quantitative Study of the Determinants of Engagement for Gen X Females.
LDR:03492ntm a2200313K 4500 001 912561
005 20180608112133.5
006 m o u
007 cr mn||||a|a||
008 190606s2017 xx obm 000 0 eng d
020 $a 9780355320794
035 $a (MiAaPQ)AAI10606718
035 $a (MiAaPQ)northcentral:12168
035 $a AAI10606718
040 $a MiAaPQ $b eng $c MiAaPQ
100 1 $a Rogers, Jessica L. $3 1184980
245 1 0 $a Social Media Content and Brand Loyalty : $b A Quantitative Study of the Determinants of Engagement for Gen X Females.
264 0 $c 2017
300 $a 1 online resource (139 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Dissertation Abstracts International, Volume: 79-02(E), Section: A.
500 $a Adviser: Barry Spiker.
502 $a Thesis (Ph.D.)--Northcentral University, 2017.
504 $a Includes bibliographical references
520 $a The field of marketing has been and continues to be impacted by technological advances, specifically in the area of social media. Social media are changing the ways in which brands reach and communicate with consumers, and changing the way consumers communicate with one another and with brands. Businesses fail to capitalize on consumers' perceived costs and benefits of engagement when creating content strategies that should stimulate engagement of targeted audiences. Guided by Emerson's (1967) social exchange theory (SET), this quantitative non-experimental correlational study adds to the body of knowledge surrounding the relationship between the brand loyalty of Gen X females and the perceived costs and benefits of user engagement, as well as user engagement on Twitter with social media content. This study involves Gen X females who follow and engage in brand-owned Twitter accounts recruited via social media, specifically Twitter, and seeks to answer three research questions: to what extent, if any, is there a relationship between the user engagement on Twitter and brand loyalty of Gen X females? To what extent, if any, is there a relationship between perceived costs of user engagement on Twitter and brand loyalty of Gen X females? And finally, to what extent, if any, is there a relationship between perceived benefits of user engagement on Twitter and brand loyalty of Gen X females? A cross-sectional survey was administered, and data were transferred into SPSS v.22 software for storage and data analysis. Both Pearson's correlation and regression analysis were conducted to determine the underlying relationship between the independent variables and dependent variable. Findings indicate there is a statistically significant relationship between user engagement on Twitter and brand loyalty of Gen X females; there is a statistically significant relationship between perceived costs of user engagement on Twitter and brand loyalty of Gen X females; there is a statistically significant relationship between perceived benefits of user engagement on Twitter and brand loyalty of Gen X females. These outcomes provide support to the existing literature on the importance of user engagement, perceived costs and benefits, and brand loyalty in social media platforms, particularly Twitter.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Marketing. $3 557931
655 7 $a Electronic books. $2 local $3 554714
690 $a 0338
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Northcentral University. $b Business and Technology Management. $3 1148453
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10606718 $z click for full text (PQDT)