'Customer Engagement on Facebook\r'

'Individual explore â€Å" node mesh of technical foulised blur union on Facebook” Ms. Benchawan Phumphuengsri ID: 543-9374 iMBA Batch 3 surgical incision 19 BP6993 Individual enquiry Submitted to adju vant Professor Dr. Kriengsin Prasongsukarn Graduate take of line of work conjecture University Submission date: 12 April 2013 Word count: …….. words generalization The rise of the profit in world-wide thither ar opportunities and ch altoge therenges pick up emerged for selling reproachs and increases.In its early days, the Internet was seen as an probability for technicaliseers to communicate with consumers, and even to put away the guest in deuce-way communications. However, consumers argon worthy over fuck by marketers’ attempts to eng time them in kind selling strategies. The merchandise manold agers and planners should kick in new ideas in dictate to film their chump corporation much sound beca ingestion traditional web si tes argon no longer motivating nodes to return and act to the site.So it is beta for the marketer to take extinct the strategy that involves the development of a virtual(prenominal) union around the defect by centering on sensed earns much(prenominal)(prenominal) as loving emoluments, pas age put ons and stinting realises to the node by victimisation online media and br separately meshing which atomic add up 18 much aright merchandise tools in the current day. In addition, go onions among members basis influence the selection of places, qualification matterive communities very classic for the club.In nightclub to stick around a separate correspondence of the important occurrenceors of confederacy conflict demeanour, this force field give portray which constituent poke aside to successful online strategies for the merchandising on Facebook sports strike out rapsc everyionboy by utilize fruit Moment Coefficient Pearson correlati on (Bivariate) to consider the changeables and rationalise that how kindly arrive ats, frugal pull aheads and am theatrical rolement pull aheads employ a affinity on client conjunction elaboration doings. Ac roll in the hayledgements To complete my soulfulness look into, I would wish to give thanks you my advisor Assistant Professor Dr.Kriengsin Prasongsukarn for any(a) ministrant advices and guidance since the beginning up to the unmarried explore completion. Moreover I keep learned hardly a(prenominal) things from him during the consulting time and he motivated me to try harder to caramel browncy and employ his t individuallying to real practice. I would like to thank to all of my fri reverses, iMBA section 19 for their advice and stun onment which support me to finish this mortal look. Thank you to answerers of my indecisionnaires.Lastly I would like to thank my family who al shipway believe in me that I could do s drop and work at the kindre d time. I hope this search allow for be welfares the line of descent towards apprehension ways to enhance node day of the calendar calendar calendar calendar month with their dents. table of Contents CHATER 1………………………………………………………………………………………………………. 1 INTRODUCTION ……………………………………………………………………. 1 1. 1 place setting of the topic……………………… …………………………………….. 1 1. 2 arguing of the problem…………………………†¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦. 3 1. query Objectives…………………………………………………………………. 3 1. 4 scope of seek ………………………………………………………………….. 4 1. 5 Limitations of research ………………………………………….. …………………. 4 1. 6 Signifi wadt of mull …………………………………………………………………. 5 1. 7 Definition of cost …………………….. …….. â₠¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦. 5 CHATER 2 writings REVIEW…………………………………………………….. ……… 5 2. 1 abstractive lit ……………………………………………………………….. 5 2. 2 Related Literature reexamination …. ……………………………………………… …………. 7 2. 3 Summary tabulate of findings of preceding(prenominal) researches……. …… ……….. ……………… CHAPTER 3 explore CONCEPTUAL mannequin …………………………………â₠¬Â¦ 11 3. 1 Theoretical material …………………………………………………………… 11 3. 2 Conceptual mannikin………………………………………….. ………….. …… 12 3. 3 enquiry theory …………………………………………….. ………….. ….. …13 3. 4 Operationalization of the variables ……………………………………………….. 14 CHAPTER 4 DATA abbreviation AND RESULT………………………………………………………………….. 15 4. 1 Method of Research …………………………………………………………………………………… 15 4. Source of entropy …………………………………………………………………….. 15 4. 3 Research performer …………………………………………………………… …. 15 4. 4 info psychoanalysis ………………………………………………………………. …… 16 4. 5 Summary of Hypotheses Testing ………………………………………â⠂¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦Ã¢â‚¬Â¦. 22 CHAPTER 5 CONCLUSION AND RECOMMENDATION. …………………………………… 23 5. 1 goal ………………………………………………………………….. …… 23 5. 2 Recommendation ………………………………………………………………… 24 5. 3 Future news report ……………………………………………………………………… 25 REFERENCE………………………………………………………………………. . 26 Appendix A Analysis …………………………………………………………………. 28 Appendix B Questionnaire ……………………………………………………………. 2 guest naming in a Facebook mvirtuosoymaking(prenominal) tell on companionship of posts CHAPTER 1 INTRODUCTION 1. 1 play down of the topic The reason to select the take uping partnership usage appearances in a Facebook dirt residential district of guests is because nowadays Facebook is a very famous loving-ne iirking website that has impacts on quotidian life and it accessiblely influences the volume’s choices. The world is moving toward the cyber world is which internet connections argon easily access and approachable for every households and businesses.This think ove r allow show how the guest confederation strife deportment affects comprehend benefits of the Facebook mercantile messageizedizedized taint, and drug drug exploiter of its go and occupations. We will revolve around on twain potent and female respondents who ar Facebook users and sports buffs of at last nonp atomic number 18il blade on Facebook, because these quite a little can respond to our caputnaire in belief as they already experience amicable- networking. The phoner is looking for ways to pit trueness among clients as the disfigurement connection offers both(prenominal) companies and nodes new ways to engage with all(prenominal) contrary.Whilst companies discipline at engaging with influencing members’ acquaintances, true-blue guests close to the sword, sh ar selective in stampation, and learning from and most(predicate) customers (Algesheimer et al. , cc5), customers recognize look on through the contour of practice s that they execute offline and online (Schau et al. , cc9). Although originally, an online soil club mentionred to a federation on the www, recently amicable media network has been added to companies’ merchandising and cross twist activities (Kaplan and Haenlein, 2010).Attracted by the great number of users of Facebook so, the imaginative marketing bodily function in Facebook marque corporation will draw tribe to go in and disembowel the reproach succeed. This fair game will assist the devoted understand more about customer network in the Facebook station corporation of interests. 1. 1. 2 favorable Network, Facebook Over the last age, the ways flock search, shargon in make foration and communicate with each otherwise has changed dramatically (Hennig-Thurau et al. , 2010). Social media networks such as Facebook, Twitter, or YouTube argon playing a major manipulation and argon more important in business communication.The changes force the troup e and filth to focus on online overhauls in vagabond to form kins to customers. Facebook allows companies several redevelopments to wholesaler and communicate with their customers. Fan rascals be a very beguileing tool for companies to use. prevalent characteristics of fans atomic number 18 self-identification as a fan, cultural competence, emotional fight, co- productionion and auxiliary consumption (Kozinets et al. , 2010). The Internet brought the possibility to overcome geographical restrictions and besides serve well the troupe build fan communities world-wide.In practice, Facebook users can be fans of a fan summon by pressing the â€Å"like-button,” thence it identifies that they like this fool and will gift their profiles on favorable network. The content and entropy of fan paginate is automatically affix to the customer is Facebook news feed, and the customer can post comments on the fan rascal, move with the nock, forward offers from the scallywag as puff up as the act with other familiarity members (Jahn and Kunz. ,2012). 1. 2 Statement of problem As a companionable network, Facebook has affected the kindly life and activity of people in several ways.With its availability on many mobile devices, Facebook allows users to continuously collar in bit with friends, relatives and other connections wherever they ar in the world, as long as there is access to the Internet. It can in addition tie people with self like(prenominal) interests or beliefs through congregations and other pages. This speculate will divine service the company to understand more how fellowship scrap fashion in Facebook is important to the company for implementing the technique to hit company marker perception and slay market share via Facebook.In addition, engaging with the denounce name community in different behaviors, detect different descent benefits, for utilisation merriment, whitethorn make customers more satisfied. This assumption is ground on the reasoning that customers. This champaign will investigate how a customer network behavior affects consumers comprehend benefits, and assume a exacting blood amongst the puddles. (Gummerus et al. , 2012) 1. 3 Research objectives The research objective is to tuition the affects of community reservation behavior of Facebook commercial tell on on comprehend benefits.The company can know more sixth sense of customer conduct e specially the company who focuses on fond network marketing activities. This study will help the company create marketing and content to their page on Facebook effectively to increase perceived benefit of the brand. * To study community competitiveness demeanour has a demonstrable kinship on favorable benefit * To study community engagement behavior has s electropositive kin on recreation benefit * To study community engagement behavior has a positive consanguinity on stinting benefit 1. Scope of research T he research canvass the affects of community engagement demeanour on triad factors of perceived benefits. The iii in inter subordinate variables of perceived benefits factors are loving benefit, sport benefit and sparingalal benefit. The respondents of this research are male and female Facebook user in Bangkok. This research leave alone would be advantage to the marketing de take offment of the company who has community page of their brand on Facebook they can apply more attr quick activities for their members.This study will help them to monitor their Facebook fan page effectively after they understand the fact that the brand community will help a firm draws individual customers and to create alliances with those customers, and also establishing semipermanent kins. 1. 5 Limitations of research There are some limitations to this study of customer community engagement demeanors of commercial brands on Facebook. The study is limited to the engagement deportment in a Fac ebook commercial brand community, while customers also engage with the brand in other ways.The limitations that require to be overturned are first, self-selection of respondents affects the results which may come from in supple community users. Second, the behavioral footmarks were inform by the respondents themselves, and do not know that the answers are from actual behavior or not. Finally, because the findings are based on commercial brand on Facebook page and the respondent happen to be both Facebook user and commercial brand community page so this will represent moreover some portion of nates customer of the company not the whole market 1. Significant of the study The findings in this study wipe out several implications for social media strategies, and help the company to understand why customers participate in the Facebook brand community which is important to increasing more numbers of Facebook users to bring about brand community members and towards develop marke ting on Facebook, which is impose cost than other commercial media. Firms may requisite to incite and reward consumers to become more active on the site to receive supreme perceived benefits from the community (Gummerus et al. 2012). 1. 7 Definitions of scathe Fan pages the important tool on Facebook for brand communication. The company can use to integrate and interact with the customers effectively (Dholakia et al. , two hundred4). community of interests engagement deportment is the customer doings that is more assess than acquire the product or service, and can be delimit as a customer’s doingsal manifestations that have a focus as demandal drivers rather than purchasing by the brand or firm (van Doorn et al. , 2010).Social benefits results from fundamental interaction among the company and consumer and mention to course credit and also friendship (Gweinner et al. , 1998). Entertainment benefits is the sleep and fun which customer perceive and could encoura ge community participation (Dholakia et al. , two hundred4). scotch benefits refer to people joining brand communities in order to get discounts and time savings, or to take part in marketing activity campaign and competitions (Gwinner et al. , 1998). CHAPTER 2 LITERATURE REVIEW 2. Theoretical Literature client engagement in brand communities client engagement in brand communities causes the customer’s interactive experiences direct to the brand, is context- certified, and develops consumers’ experience of brand value (Brodie et al. , 2011). customer engagement is some time used to represent the high upest form of dedication (Bowden, two hundred9; Roberts and Alpert, 2010), but as demeanoural indicator it comprises all kinds of behaviors, not totally those that are characteristic of high storeys of homage (Libai, 2011; Narayandas, 1998).The customer engagement consists of five dimensions. First, customer engagement can be define in a different ways depend ing on customer time, interest or privilegeence this called customer’s resources. Second, it can generate in different of outcomes for the customer such as improvement in the service. Third, it can be different in scope and be momentary, for example on going demeanor or offspring a complaint. Fourth, it has various impact on the company both negative and positive impact. Fifth, customer can engage in the behaviours for specific declare oneselfs (van Doorn et al. , 2010).Consumers engage in a number of behaviours that tie their consanguinity with the brand. For example frequence of reprimand, buying behaviours, and intended behaviour which go beyond the traditional measure of the loyalty of the customer (Gummerus et al. , 2012). sensed benefits of customer engagement in brand communities ahead the existence of Web 2. 0, the customers did not consider social benefits important in an online context. They sought-after(a) to experience trust benefit and special treatment benefit such as saving time and receiving special service rather than experience social benefit (Yen and Gwinner, cc3).The forward research studied on practical benefits which included disciplineal and instrumental benefits (Dholakia et al. , two hundred4) which are often achievable through a Facebook fan page set up by the company. This study is focused on social, enjoyment and sparing benefits which we called perceived benefits. The reasons that people use social networking site are social connections such as belongings in touch with their friends and exchanging reading such as events or gossip, (Raacke and Bonds-Raacke, 2008). In quasi(prenominal) interest, Foster et al. 2010) prime the important motivation of people to participate the social network is the perceived information value from the community and the connection to their friends. The experiential value that derives the rapture of the customer of using online services is cheer (Mathwick et al. , 2001; Nambisa n and Baron, 2009; Nonnecke et al. , 2006). Entertainment benefit can be expected as an important more than e-commerce in a brand community context. The Facebook fan pages spend their time with the community page such as feeble applications (Gummerus at al. 2012). Many previous researches also show that cheer plays an important role as shared and consumed content on social networking sites (Sheldon, 2008; LaRose et al. , 2001). Economic benefits (Gwinner et al. , 1998) mention to people connecting brand communities because they loss to get discounts and time savings, or to be a part in awards and competitions. 2. 2 Related Literature Review shuffling confederation The companies aim to engage with the loyal customers, influencing the member to have good perception toward the brand, distributing information and earning form and about customers (Algesheimer et al. , 2005), customer perceive value from the variety of practice that they perform online and offline (Schau et al. , 200 9). An online brand community referred to a community on the World Wide Web, recently social media has been added to companies’ marketing and brand building activities (Kaplan and Haenlein, 2010). In this study, brand community is be as a group of people who cause a particular brand or who have a strong interest in a brand, and who are active both online and offline (Muniz and O’Guinn, 2001; Jeppesen and Frederiksen, 2006).Research on brand communities engraft several different dimensions, including geographic concentration, social context, size, and temporality (Dholakia et al. , 2004; McAlexander et al. , 2002). Regarding the size, Dholakia et al. , (2004) found the differences surrounded by small group-based communities and big communities in terms of motivation to join the communities. Another dimension is their temporality in communities, some are unchanging and others are short-term.The temporal constancy of community members can be benefit to marketers as w ell as senior status associates with a long-term, s dishearten market. Finally, geographically heavy or scattered are considered as a dimension of communities (Hur at el. , 2011) The keys of brand community participation are voluptuary and functional. Functional goals mention to information sharing among community members, while hedonic goals blend in customer to have a positive experience over the interactions among the member (Holland and Baker, 2001).Regard little of which aim is established before a participation, the effect of brand community on head-to-head lives has been growing, for example over actual product consumption and purchasing, or the formation of opinions toward products or brands (Hagel and Armstrong, 1997), since they have been changing the role performed by existing reference groups (Constant et al. , 1996). The firms have begun to use brand communities for the strategic purpose of getting closer to a specific target market segment.Members of a brand comm unity define the outline and particular community activities by the inter-relationships amidst members who like the same brand, and as they share information about the brand (Muniz and Schau, 2005), they set up brand-centered sub-culture (Schouten and McAlexander, 1995), which could be applied for companies’ brand-building strategies. Then, the interaction mingled with brand communities and companies is helpful for the firms to analyse customers’ characteristics and needs more accurately, so that firms can achieve long-term customer relationships at a lower cost. . 3 Summary tabularize of findings of previous researches. There are many researchers who studied about the customer engagement, brand community, social networking, social benefit, entertainment benefit and stinting benefit. The researcher name, objective and result are as follow: Table 2. 1 Previous empirical studies CHAPTER 3 RESEARCH CONCEPTUAL FRAMEWORK 3. 1 Theoretical exemplar From previous research two engagement behavioural factors were found, one cosmos community behaviour and one cosmos exploital behaviours as freelancer variables (Gummerus et al. , 2012).The variable bill how often customers visit the page and contradict to the brand on Facebook. Therefore, the three constructs were social benefits, economic and entertainment benefits as mediator. The hooked variables were relationship outcome, one is expiation and one is loyalty. Figure 3. 1 Model of study on relationship benefits liaise the effect on customer engagement on relationship outcomes Source: Johanna Gummerus, speedwell Liljander, Emil Weman, Minna Pihlstrom, (2012),” guest engagement in a Facebook brand community”, Management Research Review 35 (9), 857 †877 . 2 Conceptual Framework The suppositious framework of relationship benefits mediate the effect on customer engagement on relationship outcomes (Gummerus et al. , 2012). The researcher modify the conceptual framework to study the relationship on customer engagement behaviour and perceived benefits as follows Figure 3. 2 Conceptual Framework There are three independent variables which are social benefit, entertainment benefit and economic benefit. The dependent variable of this conceptual framework is community engagement behaviour. . 3 Research assumption The hypotheses studies the relationship amid customer engagement behaviour which is community engagement behaviour about the brand community on Facebook and perceived benefit which are social benefit, economic benefit and entertainment benefit and demonstrate that there is positive relationship of customer community engagement behaviour on perceived benefit for Facebook users in Thailand. Customer engagement in brand communitiesFrom previous studies, the researcher examined the customer behavioural engagement in a brand community relationship on perceived relationship benefits of Game Club in Facebook. For this study we will study a customer communit y engagement behaviour relationship on perceived relationship benefits of Facebook user in Thailand who are members of the commercial brand’s fan page. Perceived benefits of customer engagement in brand communities From previous studies, the researcher examined the relationship benefits intermediation of customer engagement on satisfaction and loyalty of Game Club in Facebook.For this study we will research the relationship of customer community engagement behaviour and perceived benefits which are social benefit, entertainment benefit and economic benefit of Facebook user in Thailand who is fan page of the commercial brand. Hence, the hypothesized model can be summarized as shown below: H1: biotic community engagement behaviour has a positive relationship on social benefits. H2: Community engagement behaviour has a positive relationship on entertainment benefits. H3: Community engagement behaviour has positive relationship on economic enefits. 3. 4 Operationalization of the variables CHAPTER 4 DATA ANALYSIS AND RESULT 4. 1 Method of Research The Facebook user who is a member of the fan page of the brand on Facebook is delimit as a target group to distribute the headspringnaire in order to demonstrate the guessing. The marvelnaires are available into two methods; one is online disbeliefnaire and second is questionnaire paper. The respondent who answered the questionnaire of this study is all Thai Facebook users and also being a fan page of commercial brand on Facebook.The questionnaire combined 4 constructs which are customer community engagement behaviour construct, social benefit construct, entertainment benefit construct and economic benefit construct and consists of 23 questions which this research applied the question from the previous study base on this research objectives. 4. 2 Source of Data This research was applied from the previous study of customer engagement on Facebook. The information was collected from 208 respondents who are Face book users and members of a commercial brand fan page and were well-tried to prove the hypotheses.The researcher collected data by distributed 58 questionnaires in Siam Square, Assumption University and Thai Summit Tower building in Bangkok, and posted a questionnaire online for Thai Facebook users and there is 150 respondents from online questionnaire. The date period to collect the data is 24th February 2013 to twelfth March 2013. 4. 3 Research instrument The instruments for gathering the data for the research are online questionnaire and paper questionnaire.To canvass the conjecture the question paper consists of varies specific questions to measure the relationship of community engagement behaviours on three perceived benefit, social benefit, economic benefit and entertainment benefit. The questionnaires consist of four constructs. The Community engagement behaviours the perceived benefit control was measured on a Five-point Likert outstrip with the anchors â€Å"Strongl y agree” †â€Å"Strongly take issue”. Table 4. 1 Measurement shell 4. 4 Data Analysis In this research, there are three types of data analysis.First, this study uses descriptive analysis to analyse the frequency and office of the data in screening question and demographic information. Second, this research use reliability analysis to test the reliability of each question for dependent and independent variables. Finally, this research use illative analysis to analyse the correlation amongst variables by using Pearson correlation (Bivariate). descriptive Analysis After screening question of the questionnaire from 208 respondents there are 200 respondents who are Facebook users and be a member of brand fan page and 8 respondents who are not Facebook user.The following display panel shows the frequency and portion of demographic by using descriptive analysis. Table 4. 2 screen question Facebook user From table 4. 2 of 208 respondents, we found 200 respondents a re Facebook users 96. 2% (200) and 3. 8% (8) are not Facebook user. Brand fan page on Facebook From table 4. 2, after the first screening question we got 200 respondents who are members of a brand fan page on Facebook. frequency of visit fan page From the table 4. 2, the highest percentage of visits to brand fan page on Facebook of the respondents is 1-3 times per workweek and the terminal percentage is once a month or rarely.There are 37. 5% (75) of respondents who visit 1-3 times per week, 29. 5% (59) of visit daily, 20% (40) of 4-6 times per week, 7% (14) of 2-3 times per month and 6% (12) of once a month or seldom. Table 4. 3 demographic information agent of Gender From the table 4. 2, the highest percentage of respondents was female. There are 56. 5% (113) of female respondents and 43. 5% (87) of male respondents. Factor of historic period From the table 4. 2, the highest percentage of respondents was age 25-29 old age old and the lowest percentage is age below 20 years o ld.There are 69% (138) of age 25 to 29 years old, 16% (32) of age 21 to 24 years old, 12. 5% (25) of age 30 and above and 2. 5% (5) of age below 20 years old. Factor of education aim From the table 4. 2, the highest percentage of respondents was college/university level and the lowest percentage is high give lessons level. There are 66. 5% (133) of college/university level, 31. 5% (63) of advance degree level and 2% (4) of high shoal level. Table 4. 4 The Analysis of descriptive statistics of constructs by using Average hatch and Standard Deviation reliableness AnalysisThe purpose of testing the reliability is to measure the question of each variable by using Cronbach’s Coefficient important test. The results of each variable are as follows: Table 4. 5 The reliability Analysis of Research cats-paw From table 4. 5, the results show that the reliability of all variables is greater than . 6 so all questions are reliable to use for this study. inferential Analysis There are 3 independent variables which are social benefit, entertainment benefit and social benefit to analyse the relationship with community engagement behaviour by using Coefficient Pearson correlational statistics (Bivariate).Each independent variable has a positive relationship to community engagement behaviour and authoritative value is less than 0. 01 which heart and soul all hypotheses are fail to reject (supported). assumption 1: Community engagement behaviour has a positive relationship on social benefits. Table 4. 6 The Analysis of relationship between Community engagement behaviour and Social benefit As the result in table 4. 6, the sig. is partake to . 000 which is less than . 01 (. 000 <. 01). It means that null guesswork is rejected. Then there is a relationship between community engagement behaviour and social benefit at the . 01 profound level.At . 260, it means that there is a faint-hearted positive relationship between community engagement behaviour and social benefit. It can conclude that two variables move to the same direction or if the customer has high community engagement behaviour their perceived social benefit is high. Hypothesis 2: Community engagement behaviour has a positive relationship on entertainment benefits. Table 4. 7 The Analysis of relationship between Community engagement behaviour and Entertainment benefit As the result in table 4. 7, the sig. is competent to . 011 which is less than . 05 (. 011 <. 05). It means that null meditation is rejected.Then there is a relationship between community engagement behaviour and social benefit at the . 05 solid level. At . 180, it means that there is weak positive relationship between community engagement behaviour and entertainment benefit. It can conclude that two variables move to the same direction or if the customer has a high community engagement behaviour their perceived entertainment benefit is high. Hypothesis 3: Community engagement behaviour has a positive relatio nship on economic benefits. Table 4. 8 The Analysis of relationship between Community engagement behaviour and economic benefitAs the result in table 4. 8, the sig. is equal to . 000 which is less than . 01 (. 000 <. 01). It means that null hypothesis is rejected. Then there is a relationship between community engagement behaviour and social benefit at the . 01 significant level. At . 257, it means that there is a weak positive relationship between community engagement behaviour and economic benefit. It can conclude that two variables move to the same direction or if the customer has high community engagement behaviour their perceived economic benefit is high. 4. 5 Summary of Hypotheses TestingThere are three hypothesis of this research to test relationship between independent variables that are social benefit, entertainment benefit and economic benefit and dependent variable that is community engagement behaviour of a brand fan page on Facebook by using growth Moment correlati onal statistics Coefficient. Table 4. 9 Summary of Hypotheses Testing The result from these hypothesis state that perceived benefit which are social benefit, entertainment benefit and economic benefit are important factor of customer engagement. All hypotheses are supported and positive related to customer engagement behaviour.CHAPTER 5 CONCLUSION AND RECOMMENDATION 5. 1 Conclusion The findings in this study have practical implications for marketing practices. First of all, there is a positive relationship between community engagement behaviour and perceived benefit that are social benefit, entertainment benefit and economic benefit. The effectiveness of creating marketing on a Facebook fan page of the company can increase the customer engagement successfully. Second, the more customers interact to the brand on Facebook the more they perceive social benefit, entertainment benefit and conomic benefit. This research found that social benefit has the strongest relationship toward commu nity engagement behaviour. The customers are likely to interact with the brand because they like to exchange information and experience and community with people who has the same interest. Entertainment benefit is also has a relationship to the community engagement behaviour when the customer has high attention to the brand fan page on Facebook can be indicate that they perceive the entertainment benefit value.There is a high customer engagement level when the entertainment benefits that the customers perceive are high. The study also found that the relationship of economic factor and customer engagement behaviour is positive so the interactive of customer toward the brand on Facebook is high when the customer perception of the economic factors is high. The important role of developing brand community on Facebook of the company should make every effort to actively dispense social, economic and entertainment benefit separately in order to engage the customer on online communities s uccessfully. . 2 Recommendation A significant issue of great interest to the brand is how participants in online communities become associated with a brand over time. The building of online communities is conjectural to be an effective means of marketing communication which create multiple benefits; for example, amend brand awareness and target marketing. The providing of social, economic and entertainment benefit to online communities will encourages community members to jointly engage to the company effectively.As Facebook became a successful tool of the companies to promote the brand and create customer relationship online and widely broadcast as there is the largest number of user in social media network so, the companies should focused on creating their brand community on Facebook by developing the factors of social, economic and entertainment benefit in order to get customer attention and interaction toward the brand and go beyond the transaction then it can generate loyalt y of the brand successfully. 5. 3 Future Study For this study we focused on the customer community engagement behaviour of ommercial brand on Facebook for and as the brand communities in social media increases on customer behaviour towards multiple community sites so the coterminous research we can study about the customers engagement behaviour towards other social media brand communities, and compare what are the important factors of customer who joins these communities. 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Appendix A: Data Analysis FREQUENCY AND DESCRIPTIVE demographic Gender: Gender| | oftenness| portion| Valid portion| additive part| Valid| priapic| 87| 43. 5| 43. 5| 43. 5| | Female| 113| 56. 5| 56. 5| 100. 0| | fare| 200| 100. 0| 100. 0| | Age: Age| | relative frequency| Percent| Valid Percent| additive Percent| Valid| at a lower place 20| 5| 2. 5| 2. 5| 2. 5| | 20 †24| 32| 16. 0| 16. 0| 18. 5| | 25 †29| 138| 69. 0| 69. 0| 87. 5| | 30 and above| 25| 12. 5| 12. 5| 100. 0| | Total| 200| 100. | 100. 0| | Education: Education| | Frequency| Percent| Valid Percent| Cumulative Percent| Valid| High school| 4| 2. 0| 2. 0| 2. 0| | College/University| 133| 66. 5| 66. 5| 68. 5| | call forth degree| 63| 31. 5| 31. 5| 100. 0| | Total| 200| 100. 0| 100. 0| | Visit fan page on Facebook: Visit times| | Frequency| Percent| Valid Percen t| Cumulative Percent| Valid| Once a month or more seldom| 12| 6. 0| 6. 0| 6. 0| | 2-3 times per month| 14| 7. 0| 7. 0| 13. 0| | 1-3 times per week| 75| 37. 5| 37. 5| 50. 5| | 4-6 times per week| 40| 20. 0| 20. 0| 70. 5| | Daily| 59| 29. 5| 29. 5| 100. 0| | Total| 200| 100. 0| 100. 0| | descriptive Statistics| N| Minimum| Maximum| cogitate| Std. Deviation| Read| 200| 1| 5| 4. 08| . 953| Like| 200| 1| 5| 3. 02| 1. 149| Write| 200| 1| 5| 2. 44| 1. 226| Because I want to get to know other commercial brand community members| 200| 2| 5| 4. 09| . 775| To render information to other brand community members| 200| 2| 5| 4. 04| . 693| To share my ideas with other commercial brand community members| 200| 2| 5| 4. 01| . 716| Because I want to stay in touch with other brand community members| 200| 2| 5| 4. 03| . 698| To help other community members| 200| 2| 5| 3. 83| . 751| To feel needed by brand or other community members| 200| 1| 5| 3. 8| . 843| To get help from other community members| 200 | 2| 5| 3. 91| . 727| To get socialize| 200| 1| 5| 3. 81| . 861| To relax| 200| 1| 5| 3. 81| . 835| To pass time when I am bored| 200| 2| 5| 3. 80| . 837| To get bonuses| 200| 2| 5| 3. 90| . 874| To get better service| 200| 1| 5| 3. 60| . 972| To get dissolute responses| 200| 1| 5| 3. 63| . 979| To participate in brand activity| 200| 1| 5| 3. 73| . 868| Valid N (listwise)| 200| | | | | reliability Customer community engagement behavior Reliability Statistics| Cronbachs Alpha| N of Items| .933| 3| Social benefits Reliability Statistics| Cronbachs Alpha| N of Items| 883| 7| Entertainment benefits Reliability Statistics| Cronbachs Alpha| N of Items| .889| 3| Economic benefits Reliability Statistics| Cronbachs Alpha| N of Items| .839| 4| inferential ANALYSIS kin between Customer engagement behavior and Social benefits correlation coefficients| | MeanCEB| MeanSB| MeanCEB| Pearson Correlation| 1| . 260**| | Sig. (2-tailed)| | . 000| | N| 200| 200| MeanSB| Pearson Correlation| . 260**| 1| | Sig. (2-tailed)| . 000| | | N| 200| 200| **. Correlation is significant at the 0. 01 level (2-tailed). | Relationship between Customer engagement behavior and Entertainment benefits Correlations| MeanCEB| MeanETB| MeanCEB| Pearson Correlation| 1| . 180*| | Sig. (2-tailed)| | . 011| | N| 200| 200| MeanETB| Pearson Correlation| . 180*| 1| | Sig. (2-tailed)| . 011| | | N| 200| 200| *. Correlation is significant at the 0. 05 level (2-tailed). | Relationship between Customer engagement behavior and Economic benefits Correlations| | MeanCEB| MeanECB| MeanCEB| Pearson Correlation| 1| . 257**| | Sig. (2-tailed)| | . 000| | N| 200| 200| MeanECB| Pearson Correlation| . 257**| 1| | Sig. (2-tailed)| . 000| | | N| 200| 200| **. Correlation is significant at the 0. 01 level (2-tailed). | accessory B: QUESTIONNAIRECustomer Engagement in a Facebook brand community IBM Business Research Methodology (BP 6902) Master of Business AdministrationAssumption University ————&# 8212;———————————- ————————————————- As part of our Master Degree studies, we are in need of collecting some data that Customer Engagement in a Facebook brand community. It will be highly appreciated if you could spend few minutes with us to complete this questionnaire. Your information will be kept as confidential and this only we use for our research purpose. Thank you very much for your cooperation. embark on I: Screening Question 1. Do you have Facebook account? (???????????????????????????????? ) YES (?? ) NO (????? ) 2. Are you a fan of fan page of brand community on Facebook? (??????????????????????????????????????????? ) YES (???? )If yes, please go to the next Question (??????? ????????????????????? ) NO (??????? )If no, end of questionnaire (?????????? ??????????? ) 3. How often you visit commercial brand community fan page on Facebook? ????????????????????????????????????????? Daily (?????? ) 4-6 times per week(4-6 ??????????????? ) 1-3 times per week(1-3 ??????????????? ) 2-3 times per month (2-3 ????????????? Once a month or more seldom (1 ???????????????????????? ) routine II: Measurement of Dependents Variables 1. Customer community engagement behavior (is defined as a Facebook user’s interact to the brand on Facebook fan page) Statements began with: I am a Facebook commercial brand community 5= powerfully agree, 4 = agree, 3= neutral, 2= disagree, and 1= strongly disagree 5 = ????????????????? , 4 = ???????? , 3 = ???? , 2 = ??????????? ??? 1 = ???????????????????? 1)You are on a regular basis read meat of the brand on Facebook fan page ???????????????????????????????????????????????????? 5| 4| 3| 2| 1| 2) You are regularly press like message of the brand on Facebook fan page ?????????????????????????????????????????????????????? | 5| 4| 3| 2| 1| 3) You are regularly save up comment of the brand on Facebook fan page ????????????????????????????????????????????????????? | 5| 4| 3| 2| 1| Part three: Measurement of Independent Variables 2. Social benefit (is defined as a Facebook user’s perception toward social benefit) Statements began with: I am a Facebook commercial brand community 5= strongly agree, 4 = agree, 3= neutral, 2= disagree, and 1= strongly disagree 5 = ????????????????? 4 = ???????? , 3 = ???? , 2 = ??????????? ??? 1 = ???????????????????? 1)Because I want to get to know other commercial brand community members ??????????????????????????????????????????????????????????????????? | 5| 4| 3| 2| 1| 2) To provide information to other brand community members ????????????????????????????????? | 5| 4| 3| 2| 1| 3) To share my ideas with other commercial brand community members ????????????????????????????????????????????? | 5| 4| 3| 2| 1| 4) Because I want to stay in touch with other brand community members ?????????????????????????????????? ?????????? 5| 4| 3| 2| 1| 5) To help other community members ???????????????????????????????? | 5| 4| 3| 2| 1| 6) To feel needed by brand or other community members ????????????????????????????????????????????????????????? | 5| 4| 3| 2| 1| 7) To get help from other community members ?????????????????????????????????????????????? | 5| 4| 3| 2| 1| 3. Entertainment benefit (is defined as Facebook user’s perception toward entertainment benefit ) 5= strongly agree, 4 = agree, 3= neutral, 2= disagree, and 1= strongly disagree 5 = ????????????????? , 4 = ???????? , 3 = ???? 2 = ??????????? ??? 1 = ???????????????????? 1) To get entertained ???????????????? | 5| 4| 3| 2| 1| 2) To relax ????????????? | 5| 4| 3| 2| 1| 3) To pass time when I am bored ???????????? | 5| 4| 3| 2| 1| 5 Economic benefit (is defined as Facebook user’s perception toward Economic benefit) 5= strongly agree, 4 = agree, 3= neutral, 2= disagree, and 1= strongly disagree 5 = ????????????????? , 4 = ???????? , 3 = ???? , 2 = ??????????? ??? 1 = ???????????????????? 1) To get bonuses ?????????????? | 5| 4| 3| 2| 1| 2) To get better service ????????????????????????? | 5| 4| 3| 2| 1| 3) To get prompt responses ???????????????????????????????? | 5| 4| 3| 2| 1| 4) To participate in marketing activity campaign ???????????????????????????????? | 5| 4| 3| 2| 1| Part IV: Demographic 1. Gender ??? Male   (??? )Female (???? ) 2. Age ???? Below 20 (??????? 20?? )20-24 25-29   30 and above (30 ????????????? ) 4. What is your education level? ????????????? Middle School ???????????????? High School????????????????? College/University ??????????? Advance Degree???????? ??????????? — Thank You for Your snip —\r\n'