View source for Consumer Engagement with the Facebook Pages of the Top Corporations in the Philippines

Ochoa, K. T. (2015). Consumer engagement with the Facebook pages of the top
corporations in the Philippines. Unpublished Undergraduate Thesis, University of the
Philippines College of Mass Communication.

From being part of traditional marketing, consumer engagement has now been
present online specifically on social media. With the growth of social media these past
years, corporations have utilized these sites for them to communicate and interact with
their consumers. This study looks into consumer engagement on the Facebook pages of
the top corporations in the Philippines. It seeks to determine how consumer engagement
differs across these top corporations and their respective industries.
Using the Engagement Pyramid and the Uses and Gratifications theory as the
study framework, a content analysis of 1278 posts was done across the 20 Facebook
pages of the top corporations. Findings showed there were corporations which were able
to facilitate consumer engagement in all levels while there were also corporations which
were in the early stages of using social media for engagement. Nonetheless, these top
corporations have promising capacities in further enhancing their Facebook pages and in
further increasing consumer engagement. 
                                                
[https://iskwiki.upd.edu.ph/viewer/?fb=2011-04074-Ochoa,-K View Thesis]
 
[[Category:Theses]][[Category:CMC Thesis]][[Category:Department of Communication Research Thesis]][[Category:2015 Thesis]][[Category:Thesis--Social Media Marketing]][[Category:Thesis--Consumer Engagement]]