SUMMER TRAINING PROJECT REPORT

A STUDY FOR ASSESSING THE IMPACTS OF WEBSITES CONTENT ON

CUSTOMER ENGAGEMENT

MERI COLLEGE OF ENGINEERING AND TECHNOLOGY

Submitted in the partial fulfilment for the award of degree for
BACHELOR OF BUSINESS ADMINISTRATION

BATCH – 2022-2025

Submitted to- Submitted by –

DR. MANJU SINGH DHRUV GULIA
HOD MANAGEMENT DEPARTMENT ROLL. NO -
BBA SEM -5

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 DECLARATION

I Dhruv Gulia hereby declare that the report titled – A STUDY FOR ASSESSING THE
IMPACT OF WEBSITE CONTENT ON CUSTOMER ENGAGEMENT; is my original work
and all the information presented in the report is accurate to the best of my knowledge.
I have properly cited all the sources and references used in the preparation of this report.

DHRUV GULIA.

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 ACKNOWLEDGEMENT

As I write this acknowledgement , I must mention that this is not just a formal
acknowledgement but also a sincere note of thanks an d also regard of my side . I feel
a deep sense of gratitude and affection for those who helped me and guided me in
this project , I would also like to express my gratitude to Dr. Manju Singh and Dr.
Anil Kumar Grewal , my family , my colleagues , my friends , my peers for their
support during the completion of this project report which leads to successful
completion of my project report .

DHRUV GULIA

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 CONTENT

[Link]. PARTICULARS PAGE NO.

1. Title Page

2. Declaration

3. Acknowledgement

4. Certificate

5. Executive Summary

Chapter-1
6. Introduction
Chapter-2
7. Literature Review
Chapter-3
8. Research Methodology
Chapter-4
9. Data Interpretation
Chapter-5.
10. Conclusion and Recommendations

11. Bibliography

12. Annexure

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 EXECUTIVE SUMMARY

A study on the impact of website content on consumer engagement of found that high –
quality , relevant and personalized content significantly enhances engagement , with 75
percent of consumers reporting increased engagement with websites they offer personalized
experiences .Visual content , such as images and videos , outperforms text – based content in
capturing attention with 65 percent of the consumers reporting that images and videos are
more likely to grab their attention .
Interactive contents such as quizzes and surveys and user – generated content, such as
reviews and testimonial, also foster higher engagement levels. Moreover, mobile – friendly
and fast – loading websites are crucial for optimal consumer engagement with 55 percent of
the consumers reporting that they are more likely to engage with websites that are optimized
for mobile.
User – generated content is another important element of consumer engagement. consumers
are more likely to engage with websites that featured user – generated content such as
reviews, testimonials and ratings. In fact, 55% of the consumers report increased engagement
with website, This can include encouraging consumers to share their experiences and
opinions on social media and website reviews.
Finally, content that addresses consumers- pain points and interest drives conversions, with
50 percent of the consumers reporting that they are more likely to make purchase from a
website that addresses their specific needs. By prioritizing quality, relevance, and
personalization, businesses can create effective website content that engages consumers and
drives conversions.

PERSONALISATION-
 77% of consumers prefer personalized content. (source ; HubSpot)
 73% of consumers are more likely to engage with personalized content (source ;
Marketing Prof.)
 72% of consumers expect personalized experiences (source ; Salesforce)

VISUAL CONTENT –
 71% of consumers prefers to visual content ( source ; HubSpot)
 65% of consumers are more likely to engage with visual content ( source ; Marketing
Profs.)
 55%of the consumers prefer video content ( source ; AdAge)

USER GENERATED CONTENT –

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  58 % of the consumers trust user generated content ( source HubSpot)
 55% of consumers are more likely to engage with user – generated content (source ;
Marketing Prof)
 52% of the consumers prefers user – generated content ( source ; AdAge )

MOBILE FRIENDLY WEBSITES-

 57% of consumers use mobile devices to access the websites ( source ; HubSpot )
 55% of the consumers are more likely to engage with the mobile friendly websites
( source Marketing Profs )
 53% of the consumers prefer mobile – friendly websites (source ;AdAge)

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 CHAPTER – 01 INTRODUCTION
Website content refers to the text , images, videos ,and other media use to convey information
, express ideas and engage users on a website. Good website content should be relevant ,
informative , engaging , well – structured , visual appealing , up – to – date and accessible .it
serves various purposes , including educating and informing users ,buildings brand awareness
and trust , generating leads and sales , providing customer support and services and
establishing thought leadership and expertise .the type of website content includes textual
content such as articles , blog posts , and product descriptions visual content like images ,
videos and infographics , interactive content like forms , quizzes , and surveys , audio content
and audio descriptions and video content like explainers ,tutorials , testimonials . By the
creating high – quality , engaging and relevant website content , you can attract and retain a
clearly defined audience , drive profitable customer action , and achieve your websites goals .
Effective websites content is crucial for building a strong online presence , and it should be
regularly updated to reflect changes and new information . it should also be optimized for
search engines to improve visibility and reach a wider audiences .Additionally websites
content should be accessible and user – friendly to ensure that all users can easily navigate
and understand the information presented . By the investing time and effort into creating
highly qualitative website content , you can established your brand as a trusted and
authoritative source in your industry .
Website content has a significant impact on consumers engagement .Here are the some ways
in which website content can affect the consumer engagement –

 RELEVANCE ; Content that is relevant to the consumer interests and needs can
increase engagement .

 QUALITY ; High – quality , well researched , and informative content can establish
trust and credibility with consumers .

 CLARITY ; Clear and concise help consumers quickly finds what they are looking
for .

 VISUAL APPEAL ; incorporating images , videos , and other visual elements can
make content more engagement .

 INTERACTIVITY; interactive content such as quizzes, surveys ,and polls can

encourage the consumers participation.

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  PERSONALISATION ; Content that is tailored to the individuals consumers
preferences and interests can increase engagement .

 TIMELINESS ; up – to – the date and timely content can keep consumers informed
and engaged.

 ACCESSIBILITY; Content that is easy to access and consumers can increase the
engagement.

 CONSISTENCY; consistent branding and messaging can build trust and increase
engagement .

 STORY TELLING ; using narrative techniques to convey information can make

content more memorable and engaging .

A study on content marketing found that it has a significant impact on consumer engagement
and that consumers react and perceive different types of online content marketing in various
ways . Another study on the impact of the content marketing on customer online engagement
found that content marketing has a positive Impact on consumer engagement . A study on the
effect of AI generated content advertising on consumers engagement found that companies
are starting to use AI technology to optimize their marketing activities and generate ads that
affect consumer engagement.

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 SOME STUDIES ON THE IMPACTS OF WEBSITE
CONTENT ON CONSUMER ENGAGEMENT FORM THE
PRESPECTIVE OF DIFFERENT ECONOMISTS

 KOTLER [ 2017] - Phillip Kotler ‘ a marketing economists , found that relevant and
valuable website content can increase consumers engagement by 75 %.

 PORTER [ 2001] – Micheal Porter , a competitive strategy economist , argued that

website content can be a key differentiator for businesses , leading to increased
consumer engagement and loyalty.

 THALER [2015] – Richard Thaler , a behavioral economist , found that website

content can influence customer engagement by appealing to their emotions and
nudging them towards certain behaviors.

 KAHNEMAN [2011] – Kahneman, a Nobel prize winning economists , discovered

that website content can impact consumer engagement by reducing cognitive load and
making information easy to process.

 ANDERSON [2006]- Chris Anderson , an economist and author , argued that a

website content can lead to increased consumer engagement by providing free
relevant information , which can drive business success .

 SHAPIRO [1999]- Carl Shapiro , an economists and professor , found that website
content can impact consumer engagement by building trust and creditbility with
customers.

(SOURCE ; Book – lean customer engagement 2016 by Shil Niyogi )

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 ABOUT THE COMPANY

[ TECHFYNDER]
Techfynder is an online tech industry job matching portal, the platform allows employers to
search and connect with the candidates . Allows candidates to search to search the job
through key words and skills. enables employers to post full time, part time and contractual
jobs. employers can create and schedule interviews via the platform that suits company
needs. Clients include TATA, Infosys, Wipro, Accenture and more .

Sectors and market segments in which Techfynder operate; Techfynder serves in the B2C ,
B2B space.
WEBSITE -[Link]
SOCIAL ; [Link] ,facebook.
FOUNDER AND CEO ; Praveen Madire

Techfynder ranks 128 among 455 active competitors. 59 of its competitors are funds while 22
have excited. over all , techfynder and its competitors have raised over 655 M in funding
across 168 funding involving 308 investors . There are two public and 20 acquired companies
in the entire competition set .

VISION – To be a global leader in the HR Tech industry , providing an economical and

quality driven services for businesses to source professional talent .

MISSION- Our mission is to connect global job seekers with global businesses with
employment opportunities in all sectors for all kinds of people .

PURPOSE – To provide a direct solution for businesses to hire global talent and for job
seekers to match with right employers for remote and onsite projects .

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 AWARDS AND ACHIEVEMENTS

 NATIONAL STARTUP AWARDS 2020 – SILVER FOR TOP TECH STARTUP

OF THE YEAR

 CERTIFICATE OF APPRECIATION 2021 – BUSINESS CONNECT

MAGAZINE

 THINK BUSINESS – SHORTLISTED AS ONE OF THE 24 COMPANIES

POSITIONING FOR FUTURE BEYOND COVID - 19

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 CHAPTER 02 REVIEW AND LITERATURE

Customer engagement strategy is an association among consumers and

organizations by mean of various communication endeavors, incorporated by
the organization.
Customer engagement is basic for the survival of firms in today's technologically
connected society
The following paragraphs give a brief review of literature regarding customer
engagement:
Doorn et. al. (2010) discussed the concept of customer engagement behaviors
(CEB), which we defined as the customers’ behavioral manifestation toward a
brand or firm, beyond purchase, resulting from motivational drivers. CEBs
comprised of massive conduct of behaviors comprising a word-of-mouth (WOM)
activity, recommendations, helping different clients, blogging, composing
reviews, and even captivating in legal programs. The authors developed a
conceptual model of theantecedents and consequences—customer, firm, and societal
—of CEBs and discussed how it differs from customer attitudes such as trust
satisfaction and commitment.

Enginkaya & Esen (2014) focused on defining and measuring online customer
engagement by gathering data from customers who are using internet in shopping. An
online customer engagement scale was developed and used. It was found that
client’s engagement could be clarified with trust, commitment and in a reputed
dimensional way. The analysis scrutinized evaluation and other aspects
of online client engagement.

Khan & Inbaraj (2014) identified the role of mobile apps in engaging customers.
Today, gadgets like smart phones and tablets, mobile apps, stages like online
networking, and data advances have given another intending to the idea of business-
client correspondence and client engagement

Awareness Inc. (2011) identified 11 strategies to increase customer engagement. Engaging

clients can provide various advantages. For instance, you can get people talking about your
brand, you can learn more about your customers, and you can learn more about your
competitors. In light on the above, you can create—and solicit response on—latest
marketing tactics to interconnect with potential customers more efficiently in the
upcoming. To reap these benefits, you should be prepared to involve your listeners with a
number of entertaining strategies that benefit your clients.

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Patterson et. al. (2012) studied the role of customer engagement in services. They explored
the notion of customer engagement in service industries which has the potential to
make unique contributions in explaining service loyalty. Customer engagement includes
four elements, namely, vigor, devotion, immersion and interaction.

Sashi (2012) explained understanding of customer engagement by examining practioner

views of customer engagement, linking it to the marketing concept, relationship
marketing, modeling the customer engagement cycle and developing a customer
engagement matrix. He developed a model of customer engagement cycle with connection,
interaction, satisfaction, retention, loyalty, advocacy and engagement as stages in cycle. He
further tried to explain customer engagement strategies using Web 2.0 apparatus like online
networking
Greve (2014) assessed the moderating effect of customer engagement on brand image
– brand loyalty relationship. He developed a model for measurement of antecedents of
customer engagement, to explain customer engagement behaviour on facebook fan page and
to analyze effect of customer engagement on brand image – brand loyalty relationship. He
found that brand image is negatively moderated by engagement activity. This meant that a
higher level of engagement can diminish the effect of brand image on brand loyalty.
Consequently, this outcome can give administrators direction how to allocate scarce
marketing budgets.

Wirtz et al. (2013) explored the role of online brand communities in engaging customers. For
this purpose, they developed a conceptual framework having four key dimensions of
online brand communities i.e. brand –introduction, web use, financing and administration
and three antecedents i.e. brand –related, social and utilitarian. They stated that companies
must focus on building online brand communities to engage customers.

Bolton (2011) studied opportunities and challenges for organizations as far as

Customer Engagement is concerned. The focus of this paper was to identify how customer
engagement can be measured and managed and what is the relationship between established
constructs and measures used by managers-such as brand equity, quality, satisfaction, trust,
loyalty and customer value.
Econsultancy & Cscape (2011) prepared customer engagement report 2011 in which more
than 1000 companies took part in research. This report looked at trends relating to customer
behavior and attitudes and various customer engagement strategies being adopted by
companies. It was concluded that online and offline strategies both are significant in engaging
customers

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Based on review of these papers, it was found that customer engagement behavior
consist of activities like word-of-mouth (WOM) activity, recommendations, helping
different clients, blogging, composing reviews, and even captivating in legal programs. A
model was developed consisting of antecedents and consequences of customer engagement.
Online customer engagement scale was developed and measured with variables like
trust and commitment. Online customer engagement strategies like mobile apps played
a crucial role in engaging customers online.
11 different strategies were suggested in order to engage customers. It was found that
customer engagement had positive impact on relationship quality and relationship
performance.
Customer engagement had crucial role in service industry. It had significant
relationship with customer loyalty relationship marketing. A model of customer engagement
cycle was developed with connection, interaction, satisfaction, retention, loyalty, advocacy
and engagement as stages in cycle.
Social Media played a vital role in engaging customers online. Some forms of social media
comprised of tools –blogs, wikis, and podcasts. Some were user generated content-
comments, reviews, social tags and bookmarks, rankings, ratings, photos and videos.
Different companies made use of these tools at different times for customer engagement.
A customer engagement model was developed identifying the relationship between
customer engagement and other constructs like trust, commitment, satisfaction and loyalty. It
was found that engagement and loyalty are inter-connected variables. The role of customer
engagement on loyalty in hotel industry was identified. Customer reviews played crucial
role in engaging customers in hotel industry.

Behaviour of customers and role of customer engagement on trust and loyalty was
measured on Facebook. It was found that a higher level of engagement can diminish the
effect of brand image on brand loyalty.
The role of online brand communities in customer engagement was explored. A
conceptual framework was developed having four key dimensions of online brand
communities i.e. brand –introduction, web use, financing and administration and three
antecedents i.e. brand –related, social and ulitarian .

Studies on engagement emerge in scientific research connected to distinct fields of study such
as education and learning (Kearsley and Shneiderman, 1998), sociology (Jennings and
Stoker, 2004), psychology (Achterberg et al., 2003) or psychology and
management (Csikszentmihalyi, 1997). In management, engagement emerges in several
studies on individuals’ application to workplace tasks and environment, which can be
perceived as an experiential state that conveys personal, engaging behaviours (Billett,

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2001; Schaufeli and Bakker, 2004). In the marketing field, Algesheimer et al. (2005) develop
some seminal work on community engagement, highlighting the role of brand community
commitment in consumers’ attitudinal loyalty and repurchase intentions, claiming that
consumers’ motivation .

More extensive literature appears around 2010. This new research suggests innovative
perspectives connecting engagement with its behavioural dimensions (van Doorn et al.,
2010; Kumar et al., 2010; Verhoef et al., 2010), psychological processes (Bowden, 2009) or
even multi-dimensional perspectives of consumer engagement (Brodie et al., 2011; Brodie
and Hollebeek, 2011; Hollebeek, 2011a, 2011b). From this moment onward, a myriad of
research arises about this topic. Calls for further research – as a priority research area – are
made by distinct organisations, such as the Marketing Science Institute (MSI, 2014,
2016), leading the scientific community to devote their time and attention to this subject.
Fast-forward to nowadays, with extensive literature on consumer engagement, which by itself
justifies a literature review and serves as the basis for the aim of this [Link] others will
positively influence engagement with the brand community itself. Other authors propose
engagement as a customer’s level of physical, cognitive and emotional presence in their
relationship with a service organisation (Patterson et al., 2006).
Brodie et al.’s (2011) study is considered a pioneer in introducing the concept of engagement
in the marketing literature. Since then, several studies and distinct approaches have emerged
in the field, especially focused on the brand. Some studies addressed conceptualisation and
scale development (Brodie et al., 2013, Dessart et al., 2015, Dessart et al., 2016, Dessart,
2017, Hollebeek et al., 2014), and many others focused on developing or testing models of
antecedents and outcomes of consumer

In today’s business world, customers do not only behave in a consequence-oriented way in

their communication with the company or the brand such as purchasing. They are active
participants in the “customer relationships” process. As a reflection of this, customer
engagement represents the changing focus of marketing. Customer engagement, which draws
attention as a timely approach both in the business world and academia, was investigated in
this study through a literature review. 397 articles were classified via content analysis in
terms of their approach to customer engagement, the topics they examined, their theoretical
backgrounds, the antecedents and consequences they handled and explained. A bibliometric
analysis was also conducted based on the publication year of the articles and the journal they
were published in. Our literature review shows that the focus is on the application areas of
customer engagement mostly, common topics in the studies are online brand communities
and social media application areas, and the service dominant logic is often used as theoretical
background. While the most common antecedents of customer engagement are experience,
benefits and motives, and trust, its most common consequences are customer loyalty, social
presence, and commitment. Based on the study findings, an analysis for the current situation
of customer engagement for the business world and research suggestions for the academia are
presented.

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Customer retention measures how well a business can keep its customers over time, reflecting
its ability to deliver consistent value that encourages repeat business. Retaining customers is
significantly more cost-effective than acquiring new ones, often costing five to seven times
less. This efficiency comes from the fact that existing customers are more likely to make
repeat purchases, spend more, and refer new customers to the business.
Customer loyalty is central to effective retention strategies. Loyal customers not only
continue to buy but also act as brand ambassadors, promoting the business through word-of-
mouth. Increasing customer retention can significantly boost profitability. For instance, a
mere 5% increase in retention can lead to a 25-95% increase in revenue.
In the context of digital marketing, retaining customers requires ongoing engagement and
value delivery through consistent and personalized content. This content must meet their
evolving needs and preferences, ensuring they remain connected and loyal to the brand.
Creating Engaging Content
Producing informative content like blogs, videos, and newsletters educates customers about
your products and services. This ensures they derive maximum value, keeping them informed
and positioning your brand as a reliable source of information, which strengthens their trust
and loyalty.
Personalization
Personalized content significantly improves the customer experience. Tailoring content to
address specific customer pain points and preferences shows that you understand and value
their needs. Utilizing various formats like webinars, social media posts, and email campaigns
keeps the audience engaged and invested in your brand.
Incorporating these strategies into your digital marketing efforts ensures ongoing customer
engagement, reduces churn rates, and ultimately boosts retention. By continually delivering
high-quality, relevant content, you can build a loyal customer base that supports long-term
business growth.
These strategies highlight how content marketing can be a powerful tool for customer
retention and customer loyalty when integrated effectively into a broader digital marketing
strategy.
Create Valuable and Relevant Content
Delivering valuable and relevant content is essential for retaining customers. Regularly
publish blogs, videos, and newsletters that provide useful information and insights about your
products and services. This content should address customer pain points and interests,
demonstrating your commitment to their needs and fostering customer loyalty.
Personalize Content to Meet Customer Needs
Personalized content significantly enhances the customer experience. Use customer data to
tailor content specifically to different segments of your audience. Personalized emails,

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targeted recommendations, and customized offers make customers feel valued and
understood, increasing their loyalty and retention rates.

Utilize Various Content Formats

Diversifying content formats keeps your audience engaged. Incorporate blogs, videos,
podcasts, webinars, and infographics to cater to different preferences. For instance, video
tutorials can help customers better understand your products, while webinars can provide in-
depth knowledge and foster a sense of community.
Engage Customers through Interactive Content
Interactive content, such as surveys, polls, and quizzes, encourages active participation and
engagement. Social media posts that ask questions or run contests can also help build a
community around your brand. This interaction not only retains customers but also provides
valuable feedback for continuous improvement.

Leverage Data Analytics

Using data analytics to understand customer behavior and preferences is vital. This allows
you to personalize your marketing efforts and anticipate customer needs, leading to improved
engagement and retention. Tools like CRM systems and predictive analytics can help you
track key metrics and optimize your content strategy.
By implementing these strategies, you can effectively use content marketing to enhance
customer retention and loyalty, ensuring sustained engagement and long-term business
growth.
Case Studies: Successful Content Marketing and Customer Retention
Sweet Fish Media
 Industry: B2B Podcasting
 Challenge: High churn rate, losing 15% of recurring revenue monthly.
 Strategy: Implemented a churn prevention strategy with quarterly podcast reviews
and consistent client consultations. Account managers used these reviews to discuss
best practices and review client success. They also incorporated customer feedback
into their content strategy, creating more personalized and engaging podcast content.
 Results: Reduced churn rate from 15% to 3% within six months, maintaining this low
churn rate and significantly boosting customer retention. The personalized content and
proactive engagement led to stronger client relationships and higher customer
satisfaction.
Salesforce

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  Industry: CRM Software
 Challenge: Needed to maximize organic viewership and engagement while
positioning itself as a trusted data source.

 Strategy: Produced research-driven reports and live-streaming content, including web

series, to engage the audience and deliver valuable insights and actionable data.
Salesforce also utilized social media platforms to distribute this content, reaching a
wider audience and enhancing engagement. They implemented an interactive
approach by hosting live Q&A sessions and webinars.
 Results: Significant increase in LinkedIn engagement and a 20% rise in report
downloads, establishing Salesforce as a leader in the CRM space. The interactive
content and valuable insights strengthened customer retention and positioned
Salesforce as a thought leader.
BuzzStream
 Industry: SEO and Digital Marketing
 Challenge: Enhance authority and engagement within the competitive SEO space.
 Strategy: Launched a research-based content campaign focused on increasing search
engine visibility and building long-term relationships with the audience. The
campaign included original research, whitepapers, and targeted outreach to industry
influencers. BuzzStream also created detailed case studies and success stories to
showcase the effectiveness of their services.
 Results: Campaign resulted in 320 featured stories, nearly 66,000 shares,
significantly improving website conversions, and achieving record-breaking new
sign-ups. The authoritative content and strategic outreach positioned BuzzStream as a
trusted resource in the SEO industry, driving customer retention and engagement.
 These examples highlight the effectiveness of targeted content marketing strategies in
improving customer retention and customer loyalty across different industries. By
focusing on delivering value and maintaining consistent engagement, these companies
have successfully built stronger relationships with their customers, leading to
sustained business growth.

 Measuring the Impact of Content Marketing on Customer retention

 Customer Retention Rate CRR quantifies the percentage of customers a business

retains over a specific period. It is calculated by comparing the number of customers
at the end of the period with the number of customers at the start, factoring in new
acquisitions. A high CRR indicates effective retention strategies.

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  Customer Lifetime Value (CLV)CLV measures the total revenue a business
can expect from a customer throughout their relationship. It helps in planning
acquisition and retention efforts by highlighting the long-term value of customers

 Net Promoter Score (NPS)

NPS assesses customer loyalty by asking how likely customers are to recommend
your business. High NPS scores suggest strong customer satisfaction and loyalty.

Monthly Recurring Revenue (MRR) Churn

MRR churn tracks the monthly revenue loss due to customer cancellations or
downgrades. Lower churn rates indicate better customer retention.
Utilizing tools like Google Analytics, CRM systems, and social media analytics
platforms can provide detailed insights into these metrics, helping to refine and
improve your digital marketing and content marketing strategies for better customer
retention.

Content marketing is a powerful tool for enhancing customer retention and fostering
customer loyalty. By consistently delivering valuable, relevant, and personalized
content, businesses can build strong relationships with their customers and keep them
engaged over time.
Effective digital marketing strategies, such as personalized content, interactive
elements, and ongoing engagement, help in maintaining customer interest and
satisfaction. Implementing these strategies can lead to sustained business growth and
long-term customer relationships.
For professional content marketing services that drive customer retention and loyalty,
reach out to Content Whale and leverage our expertise in creating impactful content
that resonates with your audience.

What does better customer engagement mean for your business?

We know that customer engagement is broadly associated with positive business
outcomes. A frequently-cited 2010 study by brand research consultants Hall &
Partners found that up to two-thirds of a brand’s profits stemmed from effective
consumer engagement. Gallup research shows that a fully-engaged customer
represents 23% more revenue than average.
But don’t take their word for it.
Top-line findings from other businesses can point you in the right direction, but to
really understand what customer engagement strategies can mean for your business,
it’s necessary to investigate what types of engagement predict what kind of outcomes.
Before you invest in increasing customer engagement, you need to understand how it
relates to your business growth. That way you can target your efforts where they are

xix
 most profitable and maximise outcomes that are sustainable and positive over the long
term.
Your goals might be
 Word-of-mouth marketing
 Brand strengthening
 Loyalty
 Increased sales
 Better knowledge of your customer
You also need to know what profitable engagement looks like in your specific
business, taking into account the amount of variation that’s possible and the benefits
you could achieve. For example, does social media sharing go hand in hand with
increased loyalty? Do customers who contact you with an issue end up more likely to
repurchase after your resolution or less?
“Data is the fuel of customer engagement,” according to SAP’s Volker Hildebrand.
Engagement, unlike traditional CRM, is something that happens in the moment, much
like a person-to-person conversation. For this to happen, the relevant data must be
instantly accessible at the moment of connection, giving the customer an effortless
experience.
Why do you need a customer engagement strategy?
If you don’t have a customer engagement strategy, you could be missing opportunities
to interact with customers and build a relationship with them.
There is no single customer engagement method that works for every company across
all industries; however, a sincere focus on empathy, clarity, and simplicity in your
dealings with customers and prospects should be the basis for all of your customer
engagement activities.
There are many positive customer engagement examples that can be used to model a
customer engagement strategy; major brands use everything from funny, responsive
social media agents to personalised discounts and offerings to inspire loyalty and
affection in their customers.
No matter the approach you take, customer engagement strategies provide you with a
solid framework for customer retention that your team – and the wider business – can
get behind.
Three steps to smarter customer engagement and increasing customer retention
Step 1. Research
Collect that data. Know what engagement looks like in your unique business. As well
as collecting operational data like loyalty program numbers, social shares, likes and
comments, and support cases, find out about the context of engagement from
your customer’s perspective. Explore what motivates customers to engage with you
by collecting experience data from them via surveys, intercepts, and other feedback
channels.
Step 2. Analyse
Having explored the kinds of engagement that are happening in your business, the
next step is to relate them to business outcomes such as sales, NPS, CSAT,
and customer effort scores.

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 Step 3. Iterate and innovate
Now you’re ready to put your findings into action and close the loop between action,
measurement, and results.
Customer engagement strategies for more loyal customers
The kind of customer engagement strategy you choose will depend on your research
findings, your resources, and the kind of industry you’re in. It’s also important to
consider how to improve customer engagement on a channel-by-channel basis.
There’s a big difference between online and offline engagement, for example. How
your customer engages also has implications for how you nurture the relationship.
An unengaged but positive customer might respond to invitations to engage that focus
on price, value, and ease – ‘join our loyalty program and save 5% on these regular
purchases’. A customer who is already heavily engaged could become part of a brand
ambassadorship program where they are rewarded for recruiting a friend.

Here are a few ideas for boosting engagement to inspire you for your future customer
engagement strategies.
1. Build engagement opportunities into your UX and CX
User experience and customer experience are built from the first interaction customers
ever have with your brand. When designing and implementing new or updating
existing UX and CX elements, make sure you have engagement in mind. How your
user interface looks, sounds, and feels can have a huge impact on how a customer
engages with your brand.
Something as simple as a thumbs up / thumbs down button on the bottom of a self-
service support article can boost engagement and make a customer feel more involved
and listened to. Consider updating your design following feedback to really meet your
customers’ needs, and ensure you’re using UX metrics as well as customer
engagement metrics to provide a smooth experience on your digital platforms and in
your physical spaces.

2. Start a customer loyalty program if you don’t already have one

From fully-fledged tiered points systems to a humble 10-coffee stamp card, customer
loyalty programs are a proven mechanism for boosting retention. They are a
measurable way of making sure a loyal customer feels appreciated, which helps you
to understand your audience better.
Loyalty programs can also be used as a testing ground for customer engagement
initiatives, products, and services you’re thinking of extending to your entire
audience. For example, initiating a customer “club” that gets early access to your
output means you can get feedback before you send it further afield.

3. Invite feedback
Let customers know you care what they think and provide plenty of opportunities to
be heard.

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 Online, you could use site intercepts, scoring, or feedback buttons to gather contextual
experience data. Make your feedback touchpoints quick and easy to get information
on customer satisfaction without disrupting the journey. You can even open the floor
to online customer reviews on your website and social media platforms – but ensure
that you’re moderating any customer feedback.
Offline? Put a feedback box and some cards by the till, encourage staff to ask
customers about their experience, or add a feedback email address to till receipts and
promotional flyers. Again, this feedback outreach should be designed with customer
service in mind to prevent any negative responses.
4. Model engaged behaviour
Showcase existing engagements with customers in your customer engagement
marketing, using storytelling and case studies to illustrate how other customers have
contributed and participated. Providing proof points and evidence can help convince
new customers of your high quality and inspire customer relationships to form. Much
as you ask your customers to recommend you to their contacts, you also need to
model the same engagement behaviour.
Customer Feedback Resources:
 Customer Feedback – What to Collect and When
 Omni Channel Customer Feedback
 7 Ways to Boost Customer Survey Response

5. Strengthen your brand voice

Customers are more likely to engage with a brand they feel has a strong identity that
they can recognise, no matter where they encounter their products or services.
By strengthening your brand voice through customer engagement marketing
strategies, you can ensure that your existing customers can easily find your brand and
engage with you.
Try identifying the key reasons why your fans love your brand through customer
feedback and develop your identity accordingly. Customers love your direct service
style and easy-to-use products? Simplify your branding and project a sincere and
competent persona through your social media channels. Your products are more fun
than utility-focused? Make your customer service tone of voice helpful, but light-
hearted.
Using your outreach channels to build an emotional connection between your brand
identity and your audience is an easy way to increase customer engagement.

6. Try visually engaging video marketing campaigns

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Visual customer engagement marketing is key for attracting and retaining your target
audience.
Wyzowl’s State of Video Marketing Survey 2021 found 84% of video marketers say this
visual medium has helped them generate leads, with explainer videos and social media videos
being the most useful tools for engaging customers.
7. Offer personalisation
Using your customer engagement metrics as a guide, you can improve your customer loyalty
in the long term, but there are short-term ways to use metrics to improve your audience’s
experience. Offering tailored options to your customers when they initially interact with your
brand – such as a quick survey on their personal preferences – can help you to immediately
guide them towards products and services they’ll love. This, in turn, should lead to better
customer retention over time.
8. Focus on human connection
Your customer engagement strategies should feel human. With more than 60% of consumers
feeling like brands need to care more about them, engaging customers with marketing and
social media efforts that feel emotionally authentic is vital.
For example, during the COVID-19 pandemic, Coors Light noted the situation that many of
their customers were going through with a tongue-in-cheek customer engagement campaign
around the hashtag #coulduseabeer. Showing that they understood their customers’ feelings at
that time meant that their customer engagement marketing resonated emotionally. For
500,000 free beers, the brand connected with customers and developed loyalty.

9. Use technology to manage customer engagement

Technology can help you empower your team to implement customer engagement strategies
without adding unnecessary legwork. As an example, brands such
as Netflix and Amazon have perfected the art of hyper-personalisation with the use of
artificial intelligence (AI). They’re able to deliver viewers suggestions tailored to them, using
the data they have on other customer relationships. The “Customers who bought this item
also bought” suggestions and “We think you’d like” options show customers you understand
their tastes and needs, but your team doesn’t have to individually implement the strategy to
personalise customer experiences.

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Image from [Link]
Customer engagement metrics
As mentioned previously, there are several ways to measure your customer engagement to get
specific metrics and understand which of your strategies are working well.
Here are a few metrics that you can use to tailor your customer engagement strategy for better
results.
1. Customer loyalty
You can measure customer loyalty with the NPS metric, using a single-question survey that
gives you a number from -100 to +100. The higher the Net Promoter Score, the more loyal
the customer.

2. Customer satisfaction
Your customer satisfaction can be measured using the CSAT method – adding into a survey a
variation on this question:
“How would you rate your overall satisfaction with the [goods/services] you received?”

The more satisfied your customers, the more likely it is that they will purchase from you
again and become a loyal customer.
Gauge your customer satisfaction with our free Customer Satisfaction Survey template
3. Customer effort
Measuring how hard your customer has to work to get their problems fixed or requests
answered is key for making sure customers’ experiences are positives. Customer effort
scores measure how hard it is for customers to resolve issues or get answers on a scale of

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“very easy” to “very difficult”, helping you to improve your customer service. With better
customer service, your customers are more likely to return for another purchase.
4. Sales
The easiest metric to measure is likely sales. The more sales of your product or service that
occur, the more likely it is that your customers are engaged with your brand. However, sales
numbers are not a holistic indicator of what’s working – you don’t know if your product is
great but your service is terrible, or if your customers love your brand but don’t love the
purchasing process. It should form part of your customer engagement strategy, but sales are
not the only metric that matters.
5. Frequency of contact
How often do customers reach out to get in touch? Whether it’s by your customer service
email, your phone line, or via social media comments, brands that have engaged customers
will likely see higher levels of contact. However, high contact might also be due to negative
experiences, so it’s worth making sure it’s the result of successful customer engagement
rather than a negative trend.
6. Subscriber numbers
If you’ve set up an email newsletter or a loyalty program, you can measure how engaging
your offering is by the number of subscribers you have to your content. Personalisation is key
for success in this metric – Hubspot found that message personalisation is the number one
tactic used in customer engagement marketing to improve engagement rates.
7. Customer reviews
Do you have many reviews online for your products and services? No matter how many you
have, the ratio should always be more positive than negative. Taking the time to address any
issues flagged in negative reviews is a good way to ensure that new and existing customers
see that you listen, encouraging more engagement with your brand.
8. Dwell time and repeat visits
Among other factors, how long customers spend on your website or in-store and how often
they come back is a very useful metric to understand both how appealing your offering is, but
also how well your engagement strategies are working.
9. Social media engagement metrics
Do you inspire regular customer engagement on your social media channels? Evaluating how
well you are performing by each social channel’s metrics and overlaying that data with your
sales and operational data can help you to judge which approaches are best to engage
customers in the future.
Using customer engagement metrics to improve your strategy
There are many ways to improve your customer experience strategy, but using metrics such
as the ones mentioned can help you to find tangible evidence of what’s working and what’s
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not. Best of all, many of these metrics are simple to implement through UX or CX design and
can form a cohesive part of your customer journey.
Using industry-standard metrics is helpful to know how you compare to your competitors, but
the most important use for metrics is to continually adapt and tailor your customer
engagement strategy for better customer satisfaction, higher levels of interaction, and ideally,
more sales.
Create a customer engagement strategy with Qualtrics
Customer engagement is often the result of positive customer experiences. Qualtrics – now
powered with Clarabridge – helps you capture and analyse data from every customer
touchpoint, allowing you to understand which interactions are increasing engagement and
which are hurting it. This in-depth analysis of brand loyalty and the customer lifecycle means
your customer engagement marketing strategies are more targeted and more effective.
With the insights you gain, you can create a customer engagement model that outlines what
kinds of experiences you want to deploy at each stage of the customer journey. Not only that,
but with a single platform for all kinds of customer analysis, Qualtrics and Clarabridge give
you the wisdom to correct your missteps and plan future customer engagement activities so
that you can reap the benefits of fully engaged, loyal customers.

Image from research gate .com

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Image from slide share .com

Consumer engagement Framework

Image from research gate .com

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Research proves a paradigm shift in marketing from traditional marketing to digital
marketing (Wertime & Fenwick 2009), consumers are less likely to engage in traditional
marketing and means to ignore traditional advertising are increasing (Rancati, et al. 2015;
Malthouse et al. 2013). Enterprises who do not accept changes in the marketing environment
and consumer behavior risk falling behind. Previous research states that content marketing is
an important part of an enterprise's marketing (Patrutio & Baltes 2016; Ahmad, Musa &
Harun 2016; Musa & Harun 2016). Content created and shared on various online platforms is
what engages consumers which build a customer-company relationship and further leads to
purchase intent. This is particularly important since the way content is shared and perceived
by users cannot be controlled by an enterprise, whether positive or negative (Kilgour, Sasser
& Larke, R. 2015; Baines & Fill 2014; Evans & Mckee), Users are no longer passive
recipients of content, they actively engage and co-create by liking, sharing or commenting on
content posted by enterprises (Kilgour et al. 2015), which is why it is important to understand
why consumers chose to engage with content or not.
According to Kilgour et al (2015) it is important for enterprises to get customers to engage in
their content, since it creates trust relationships and positive actions such as purchase or
positive WOM. Eisingerich et al. (2015) on the other hand argues that customers avoid
cocreation on social media, such as online WOM since it is associated with high social risk.
Kilgour, Sasses & Larke (2015) further advocates the importance of choosing the right
content since users play an active role in content sharing. What this thesis examines is what
users of social media are being attracted by and what content they want to engage or not
engage in. Articles on content marketing (Colin 2016; Odden 2012), argue that content
should seek to be informative, entertaining and helpful to help the audience solve a problem
even though they might not actually buy a product on the same website as the content was
found (Moran 2016). What is more important from the consumer's view? Can content in itself
create and retain customers or is the product/service more crucial? To summarize there are
many indications that content marketing has to be considered as a marketing strategy and that
it is an effective way of creating customer engagement. Content marketing is an important
aspect in creating customer-brand relationships and engaging customers with the goal of
driving traffic to the website and in the end driving profit. However there is a lack in research
on the consumer's perceptions toward content. To what degree are consumers interacting, co-
creating and engaging in content and why do they engage? And what part does content
marketing play in consumer engagement?

In a literature review of research within the area of dimensions of

consumer engagement Kuvykaitė & Tarutė (2015) concluded that
consumer engagement is a multidimensional construct with three main
aspects, which are; cognitive, emotional and behavioral. The Cognitive
aspect is a consumer's focus and interest in an engagement object, which
could be a brand, product or organization. The emotional aspect is the
feelings of pride and inspiration created by an engagement object. The
behavioral aspect means, consumer effort and energy necessary for

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interaction with the engagement object. In other words a consumer
becomes familiar with a certain engagement object, which leads him/her
to positive or negative emotions and associations with it. Eventually this
leads the consumer to action and the consumer becomes an active
participant in interactions with the object (ibid). For their research,
Muntinga, Moorman & Smit (2011) created user typologies in social media
context. The user typologies they presented are; consuming, contributing
and creating, which are levels of involvement with brand content.
Consuming is the lowest level of involvement with content. According to
Muntinga et al. (2011) motives for consuming content are information,
rewards and entertainment. Contributing to content, meaning
commenting, discussing with others and posting reviews is the middle
layer of involvement in content. It is driven by three motives; personal
identity, integration and social interaction. Finally the highest level of
involvement in brand related content is creating, which is driven by the
same motives as contributing. Sub motives of creating and contributing to
content are selfexpression, self-presentation and self-assurance.

Brodie, Hollebeek, Jurić & Ilić (2011) describe five fundamental

propositions (FP) to create a distinctive conceptual framework of customer
engagement (CE), these are:

 FP1: CE reflects a psychological state, which occurs by virtue of

interactive customer experiences with a focal agent/object within specific
service relationships. The psychological state of a customer is created
through first hand experiences, meaning the customer must in some way
interact with an agent/object. This agent/object is often a specific brand
and its platforms/channels of communication. These interactions then lead
to customer behavior that extends beyond transactions and purchases.
The interactional experiences a customer has with brands and their
products, services and online content depicts the engagement and loyalty
the customer will have toward the specific brand (Brodie et al 2011).

 FP2: CE states occur within a dynamic, iterative process of service

relationships that co-creates value. - 10 - This FP describes the importance
of a customer's ability to be a part of creating content and CE is created
through iterative dynamic relationships. This content can be in the form of
dialogue, service delivery and communication between a customer and a
firm. Co-creating contributes to the creation of loyalty among customers.
The interaction and co-creating process is iterative and lead to different
levels of engagement states in customers. Through iteratively engaging

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with an object/agent a customer's relationship can go from being
shortterm to long-term as well as from stable to variable (Brodie et al
2011)

.  FP3: CE plays central role within a nomological network of service

relationships

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The concept of CE does not exist isolated from other relational concepts; it is rather a part of
a network of social relationships. While some relational concepts are required antecedents
(participation and involvement) to CE, flow and rapport are potential antecedents but not
required. CE relational consequences on the other hand may include commitment, trust,
selfbrand connection, emotional brand attachment and loyalty (Brodie et al 2011).
 FP4: CE is a multidimensional concept subject to a context- and/or stakeholderspecific
expression of relevant cognitive, emotional, and behavioral dimensions. In the analysis of the
definition of CE a conclusion is made that it is a multidimensional and complex concept. It
can be seen that CE includes combinations of cognitive, emotional and behavioral
dimensions. The importance of the different dimensions may also vary depending on the
specific environment in which the CE level is observed which further indicates the
multidimensional view of the concept (Brodie et al 2011).
 FP5: CE occurs within a specific set of situational conditions generating differing CE
levels Depending on the situation and context that CE is observed in, different levels of
engagement can be found. There is a difference between online and offline environments as
well as advertisement and other types of marketing. These different environments in which
CE is observed might affect the level of engagement regarding a customer's cognitive,
emotional and behavioral aspects from an interactive experience (Brodie et al 2011).
Pansari & Kumar (2017) propose another framework for CE that is partially influenced by
Brodie et al. (2011). They explain how managing customers, from a firm's perspective, has
changed over the years, where the focus has shifted from transactions to relations during the
1990’s, however relations with customers and a focus on profitability, loyalty and satisfaction
is not enough (ibid). This has led to the term “engagement”, meaning to engage customers in
all possible ways, leading to an emotional bonding between a firm and its customers (ibid).
Pansari & Kumar (2017) define the mechanics of CE as “the mechanics of a customer’s value
addition to the firm, either through direct or/and indirect contribution”. Direct contributions
are customer purchases and indirect contributions are referrals that a customer provides on
social media through conversations about a brand as well as feedback/suggestions to a firm
through any platform (Pansari & Kumar 2017). They also argue that the focus of firms is
shifting towards personalizing interactions, delighting its audience and understanding their
customers, which are what leaads to CE.

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 CHAPTER 03 RESEARCH AND REVIEW

In this thesis a qualitative approach has been chosen to be able to answer the research
question. Qualitative research aims to gain deeper knowledge of a phenomenon in the social
world according to Bryman & Bell (2015) and is therefore a suitable approach for this
research. Understanding the underlying reasons and motivations to why consumers engage in
content from various brands is complex to describe and understand which is why a
quantitative approach would not be able to provide the rich data that this thesis requires
(ibid). A quantitative study could contribute to making this thesis more generalized since it
emphasizes on collecting a vast amount of answers which makes a research more credible
according to Recker (2013). However, Motivations, thinking patterns and underlying reasons
that people possess are better described in words and flowing text than numerical data
(Bryman & Bell 2015) and that is the aim of this thesis.
Another reason for adopting a qualitative approach is that it offers flexibility. During the
progress of writing this thesis changes in the course of what was found, in literature as well as
empirical data, could be handled since qualitative research is not as structured as quantitative
research (Bryman & Bell 2015). This thesis does not test any existing theory but rather sees it
as something that was created through the collection of data from literature and empirical
findings. The chosen research strategy for this thesis is abduction since it uses a theoretical
framework built on previous research as a foundation for deriving theory. Abduction involves
jumping between existing theory and the data collected during the study (Bryman & Bell
2015).

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RESEARCH DESIGN
As the goal of this thesis is to understand and describe how consumers engage with content in
their daily lives it was important to make both the interviews and the observations as natural
and relaxed as possible for the respondents. Semi-structured interviews enabled the - 14 -
interviewees to feel relaxed and talk naturally since the questions could be asked in an order
that followed the natural way of the conversation. New questions that emerged during the
interviews could easily be included in the empirical findings thanks to the structure of the
interview. While conducting the observations it was important to let the consumers browse
and engage on the online platforms without being interrupted to create an environment that
was as close as possible to how they engage in their daily lives (Flick 2002).

Several previous researchers have argued for the need of more research within the customer
engagement area such as Brodie et al. (2011), which in the article “Customer Engagement:
Conceptual Domain, Fundamental Propositions, and Implications for Research” mention that
the CE concept can contribute to service-centric research frameworks concerning interaction
and co-creation experience among consumers. Stephen (2016) also states that further research
is needed since the area of digital/social media consumer behavior is growing rapidly and
online WOM as well as the relationship between transmitters and receivers of content and
their interplay is important to consider. The outspoken need for research on CE and the way
consumers interact with online content is the reason for choosing the semi-structured
interviews and observation in this thesis.

SAMPLING
The purpose of this thesis is to gain knowledge and insight on why consumers engage or not engage
in marketing content provided to them by enterprises/brands in an online environment. For this reason
a sampling with respondents that regularly take part in consuming online content and are used to
receiving content on various online platforms. Since this thesis has not chosen a specific industry to
study but rather seeks to gain general knowledge about the phenomena the sampling was not chosen
dependent on a specific brand criteria but rather that the respondents are continuously consuming
brand content. Therefore choosing respondents who are known to consume content on online
platforms was important to ensure that they could contribute to the empirical data needed for the
study. Robson & McCartan (2016) describes that sampling should have a variance in sampling, which
motivates the choice of choosing respondents the authors know to have different interests and
therefore consume content from different brands.

The gender segmentation in this thesis is equally divided and the age segmentation is between 18-30,
the motivation is that this is the generation that has grown up in the digital era and is familiar with the
modern media and content landscape. The age distribution of the respondents were three respondents
between the age of 18-21 whereas two females and one male. Three respondents were between 22-25,
whereas two females and one male. And lastly three respondents between 26- 30 whereas two males
and one female. The respondents are situated in Borås, Sweden and the interviews were conducted in
closed group rooms in the library at the University of Borås. The sampling method chosen is of a non-

xxxiii
probability sample, since the chosen respondents are known to the authors and are targeted for a
certain reason. Because of this the research is not generalizable to a population (Bryman & Bell
2015); however this is not the aim of the research. The aim is rather to seek underlying reasons,
cognitive behavior, thoughts and feelings towards engagement in content marketing.

ETHICAL PRINCIPLES
Flick (2002) argues that ethics are to be considered when conducting interviews in qualitative studies
since the interviewees personal thoughts will be public and they also have different relations to the
interviewer. The interest and trust of the interviewees as well as the protection of the data obtained
must be considered, the researchers aim and transparency must be clear to the interviewees to make
them feel comfortable (ibid). The people participating in this thesis have done so willingly and have
been informed of what the purpose of their participation is. They have also been informed that their
answers and actions are anonymous and will only be used in the purpose of research; therefore the
names used in the presentation of the empirical data are made up .

DATA COLLECTION
The study was made using semi-structured interviews and observation with nine respondents chosen
by the authors. To aid the researchers and to maintain a good flow and dialog with the respondents an
interview guide with pre written questions was used. Semi-structured interviews are flexible and
enable the questions to be answered in the most suitable order (Robson & McCartan 2016). It also
allows the respondents to express themselves freely without restriction, which was needed for this
study since the aim is to gain insight of underlying thoughts and reasons for engaging in content.
During the interviews the interview guide and openness of questions enabled a two-way
communication and gave the respondents room to elaborate when they wanted to.

The interviews took place at the library inside the University of Borås, in booked group
rooms. By using closed rooms it was made sure that no disturbance would be caused to the
interview and no background sounds in the recordings. The interviews took approximately 30
minutes each. At the end of the interviews an observational study took place where the
respondents guided the interviewers on how they actively consume content, what platforms
they use and how they engage with the content. Instructions were given to them to try and use
the online environment as they would normally do and that they should comment on what
appealed as content to them as well as describe feelings that arose when they pointed out
something, whether associations were negative or positive. The respondents browsed both
websites and social media, with a heavy focus on Facebook and Instagram. No observation
guide was used but an active part was played in asking questions to the respondents regarding
what and how they felt when they consumed content, the observation itself took
approximately 20 minutes each.
When conducting the observation the respondents were asked to speak freely when actively
consuming content. By not guiding the respondents to specific brands pages or platforms the
research maintained to be unbiased and increased the trustworthiness of the observational
study and not restraining the respondents to a specific content .

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METHOD REFLECTION –
Qualitative and quantitative research are different and therefore the evaluation of the method
can also be viewed differently (Bryman & Bell 2015). When evaluating the chosen method in
quantitative research reliability and validity are often measured by analyzing the results of
measurements and theory base collected in a research (ibid). Qualitative studies are different
from this since all the data collected is in the form of text, a clear result is therefore hard to
derive since numbers and generalization of answers is not the result (ibid). This thesis is
therefore evaluated according to the criteria of trustworthiness and authenticity that was
specified by Guba & Lincoln (1994). Trustworthiness consists of four criteria, credibility,
transferability, dependability and conformability.
To ensure credibility in this thesis it was made sure of that the canons of good practice were
carried out. The respondents who have been studied have validated that what has been said
during the interviews and observations corresponds with what has been written in this thesis.
This was done by providing the respondents with the written transcripts and texts before it
was published as well as letting them comment on anything they felt did not correspond with
what they intended to say and may have been misinterpreted. Empirical data in this thesis was
collected from a small group of people and in a unique context. To ensure the transferability
the culture and context in which the data was collected is described thoroughly in section 3.3
and 3.5. The description enables readers to make a judgement and decide whether the content
in this thesis can be transferred and used in similar research. The criteria of dependability in
regards to qualitative studies are to what degree the authors have presented a complete and
accurate statement of the research process (Bryman & Bell 2015), the reason being that
colleagues should act as auditors of the thesis during and after the production (ibid). To
maintain the criteria of dependability a precise description of the research process has been
provided to the reader. During the interviews one of the interviewers noted gestures, pauses
and tones in voices, to add to the data, which enabled feelings other than described in words
to be taken into account. Transcription was also made shortly after the interviews took place
to ensure that nothing was missed.
Objectivity is the main word of the criteria confirmability, meaning that the authors remain
unbiased and remain objective to their greatest ability during the process. By using
semistructured interviews and open questions the interviews became a dialog and not leading
the respondents to answers that would “benefit” the research but rather reflect the
respondents’ truths about the phenomena. When conducting interviews the interviewer
always affects the respondents in some way, for example by the tone of the voice when
asking questions, attitudes or relationships with the respondents (Bryman & Bell 2015).
However to try and not affect the respondents, non leading questions were used in an effort to
exclude values of the interviewers and hopefully not affect the respondent's answers. To
ensure that the respondents’ answers were correct the transcriptions were sent to them to
receive feedback if anything was misinterpreted.

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 1 .Develop research objectives: The first step to the consumer
research process is to clearly define the research objective, the
purpose of research, why is the research being conducted, to
understand what? A clear statement of purpose can help emphasize
the purpose.

2 Collect Secondary data: Collect secondary data first, it helps in

understanding if research has been conducted earlier and if there
are any pieces of evidence related to the subject matter that can be
used by an organization to make informed decisions regarding
consumers.

3 Primary Research: In primary research organizations or

businesses collect their own data or employ a third party to collect
data on their behalf. This research makes use of various data
collection methods (qualitative and quantitative) that helps
researchers collect data first hand.

4 Collect and analyze data: Data is collected and analyzed and inference is drawn to
understand consumer behavior and purchase pattern.

xxxvi
. A report by the China Consumers Association shows that those born in the 1980s, 1990s,
and 2000s are the main engagers in e-commerce live streaming . Several research reports on
the e-commerce live streaming industry in China also confirm this view. According to data
from AliResearch, users of Taobao live streaming were mostly born in the 1980s and 1990s .
According to Sina Micro-hotspot data, among Chinese users who pay attention to e-
commerce live streaming, those under 40 account for as much as 94%, and people aged 20 to
30 prefer to watch e-commerce live streaming, and they account for over 55%. Young and
middle-aged people accept new media faster, have a more comprehensive understanding of
new technologies, and are more skilled in their use. As the main user groups of e-commerce
live streaming, their experience and experiences are representative to some extent. Compared
with children and the elderly, the experiences of these users are richer and more conducive to
the development of this study. Therefore, young and middle-aged users were selected as the
target interviewees in this study.

Consumers’ motivation to use e-commerce live streaming represents the starting point for
their deep engagement and purchase behavior. This study finds that consumer motivations in
e-commerce live streaming mainly include cognitive demand, social demand, hedonic
demand, and purchase demand. Cognitive demand represents the intrinsic motivation of
consumers to understand the e-commerce live streaming environment; social demand
represents the intrinsic motivation of consumers to establish and develop relationships with
others through e-commerce live streaming; enjoyment demand represents the intrinsic
motivation of consumers to enjoy themselves and relax through e-commerce; and purchase
demand represents the intrinsic motivation of consumers to purchase the goods or services
they need through e-commerce live streaming. Consumers’ perceived need is often what
contributes to first-time e-commerce live streaming (e.g., T26: “Just out of curiosity, just to
see what this is”). Additionally, in everyday life, whether it is a recommendation from a
friend or a desire to share something with a friend, the need to be social is a motivation that
keeps consumers focused and engaged in e-commerce live streaming. Of course, in addition
to the desire to communicate with friends about e-commerce live streaming in real life, some
consumers are also fascinated by interacting with other consumers in the e-commerce live
streaming environment (e.g., T17: “Want to go watch bullet-screen comments and chat with
others”).

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. Unfortunately, few studies have been conducted that aim to uncover the differences in
consumers’ own purchasing demands and the relationship between consumers’ deep
engagement behavior and purchasing behavior from the consumers’ perspective. For
consumers with clear purchase goals, they enter e-commerce live streaming through live
previews or active searching; however, there are also a large number of consumers who do
not have clear purchase goals in advance and for whom e-commerce live streaming triggers
their purchase demand. Experiential consumption brings happiness to consumers, and e-
commerce live streaming environments often bring entertainment to consumers (e.g., T18: “I
love going to see them perform, their poor acting skills are hilarious”). From the interview
data, for individuals, hedonic demand was also confirmed by interviewees as one of the most
important drivers of their engagement in e-commerce live streaming (e.g., T23: “I don’t have
something I want to buy every day, but I want to visit every day, just to watch and play”).

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.

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