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.
Date of Degree
Master of Science (MS)
Arts and Humanities
Hiebert, Laurie, "What Works and What Doesn't: An Analysis of Brand Engagment on Facebook" (2019). All Theses, Dissertations, and Other Capstone Projects. 921.
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