| The popularity of brand pages in social network increases the possibility of Customer Engagement development.This thesis put forward five strategies which exerted by the company to support customer engagement and selected the key non-economic strategies as online training,encouraging customers to participate in decision-making,social recognition to be the antecedents.It also selected specific customer engagement behaviors including helping other customers,creating knowledge,interactive sharing as consequences to build a concept model.The empirical study by sampling 386 users on Sina Weibo brand pages shows that online training significantly influences helping other customers,creating knowledge,interactive sharing,encouraging customers to participate in decision-making significantly influences helping other customers and interactive sharing and social recognition has a positive impact on creating knowledge,interactive sharing and purchase intention.Meanwhile,this thesis demonstrates the relations between those specific engagement behaviors.Finally,this thesis proves the moderate effects of brand familiarity and shows that it will be easier to drive customer engagement on a higher brand familiarity condition.This thesis is structured by five parts.The first capture introduces the background and methods of this research.The second capture teases related literature on social media,brand page,customer engagement and brand familiarity.On the third capture,I selected key non-economic factors including online training,encouraging customers to participate on decision-making and social recognition to explore the driving effects on customer engagement.This capture also comprises model building,hypothesis proposing and measure confirming.The fourth capture is for proving the concept model by structural equation model.The main consequences are put forward on the last capture. |
