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Publicação
Streaming Engagement: How sense of community generates customer engagement?
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Autores
Orientador(es)
Resumo(s)
In our generation, the feeling of belonging is a feeling we encounter every day because we always achieve to be part of something that everyone does. More and more, this feeling is rising in our generation, and the main reason is the rapid spread of information through social media and the power that social influence has gained. Social media plays an important role in connecting everyone around the world. However, this influence is affecting customers' behaviors, in a way never expected from brands, so their focus has to change because people learn more about things from other people. Nowadays, the target is the communities that will lead and expose others their way, changing the behavior, and recommending things. To reach this scope, this study aims to investigate how the sense of community generates customer engagement. More specifically, how the feeling of belonging in society or in a group can increase and create customer engagement on streaming platforms, and what is the cause of this influence on people.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Sense of Community Social Influence Customer Engagement Streaming Platforms