What Works and What Doesn't: An Analysis of Brand Engagment on Facebook

Author

Laurie Hiebert, Minnesota State University, Mankato

Abstract

Brands and organizations utilize Facebook ‘likes’ and connections in order to promote brand awareness, a positive brand image, and improve purchase intention. Compared to Twitter and Instagram, Facebook remains the dominant platform for brands to sell products and engage consumers with new and upcoming merchandise and events. Consumers are dependent on their friends ‘likes’ and comments in order to make decisions about brands more than they are brand-made posts. This study looks at brand intention, message type, and the ‘like’ to determine what messages, days, and months are the most effective in generating consumer engagement.

Advisor

Justin Rudnick

Committee Member

Emily Sauter

Date of Degree

2019

Language

english

Document Type

APP

Degree

Master of Science (MS)

College

Arts and Humanities

Recommended Citation

Hiebert, L. (2019). What works and what doesn't: An analysis of brand engagement on Facebook [Master’s alternative plan paper, Minnesota State University, Mankato]. Cornerstone: A Collection of Scholarly and Creative Works for Minnesota State University, Mankato. https://cornerstone.lib.mnsu.edu/etds/921/

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.