Customer engagement on Facebook - case Gasellit

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Pälli, Pekka
dc.contributor.author Välimaa, Niklas
dc.date.accessioned 2017-02-14T08:37:25Z
dc.date.available 2017-02-14T08:37:25Z
dc.date.issued 2016
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/24490
dc.description.abstract Objective of the study: The objective of the study was to examine how customer engagement is negotiated between the human brand Gasellit and their followers on the Facebook page of the band during the release of Gasellit’s new album. To date, musicians utilizing Facebook for promotional purposes has not attracted much research interest. Earlier studies on human brands demonstrate that celebrities can endorse established consumer brands but do not focus on instances where celebrities endorse themselves. In turn, customer engagement scholars build on the premises of service-dominant (S-D) logic wherein consumers are seen as co-creators of value which emphasizes the interactive nature of service relationships. The leading social media site Facebook is an appropriate platform for initiating customer engagement as it provides both organizations and customers with opportunities for authentic interaction. Research method: The research method was qualitative. Netnography was applied for the online observation of the Facebook community during the six-month period from September 2015 to February 2016. In addition, a semi-structured interview with Gasellit was conducted in order to gain a deep understanding about the community and the band’s use of Facebook. Findings of the study: The findings of the study reveal that customer engagement on Gasellit’s Facebook page is four-fold. Firstly, the community has several conventions that the followers exhibit when communicating on the page. Secondly, customer engagement is centered on two objects, Gasellit and the community per se. Thirdly, customer engagement is negotiated through six engagement processes which all highlight the interactive nature of the relationship between Gasellit and their followers on Facebook. Finally, the engagement processes lead to 16 specific engagement practices some of which originate from the engagement object of Gasellit and some from the engagement object of community. Through these practices, the followers both demonstrate their engagement with Gasellit and interact with other followers in the community on a daily basis. en
dc.format.extent 89
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Customer engagement on Facebook - case Gasellit en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Johtamisen laitos fi
dc.subject.keyword customer engagement en
dc.subject.keyword Facebook en
dc.subject.keyword human brand en
dc.subject.keyword corporate brand en
dc.subject.keyword service-dominant (S-D) logic en
dc.subject.keyword virtual community en
dc.subject.keyword netnography en
dc.identifier.urn URN:NBN:fi:aalto-201702142294
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Corporate Communication en
dc.subject.helecon yritysviestintä fi
dc.subject.helecon viestintä fi
dc.subject.helecon internet fi
dc.subject.helecon sosiaalinen media fi
dc.subject.helecon asiakkkaat fi
dc.subject.helecon sitoutuminen fi
dc.subject.helecon asiakashallinta fi
dc.subject.helecon yhteisöt fi
dc.subject.helecon vuorovaikutus fi
dc.subject.helecon brandit fi
dc.ethesisid 14899
dc.location P1 I fi


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