The relationship between content marketing and user engagement in online brand communities
1University of Oulu, Oulu Business School, Bachelor's Programme in Economics and Business Administration
|Online Access:||PDF Full Text (PDF, )|
|Persistent link:|| http://urn.fi/URN:NBN:fi:oulu-201805312278
|Publish Date:|| 2018-06-04
|Thesis type:||Bachelor's thesis
This bachelor's thesis is a systematic literature review focusing on the relationship between content marketing and user engagement in online brand communities. Based on the literature reviewed, it creates definitions for the main terminology, investigates the value of engagement for both online communities and marketers, creates a model of the factors motivating user engagement in online brand communities and connects this to content marketing. In addition, guidelines for engaging users in online brand communities are provided for content marketers based on the findings of the research. Finally, the thesis suggests topics for further research into online brand community management.
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