Engage to success: Consumer engagement in digital media
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
This thesis has been conducted as a case study for the brand Milda. It aims to investigate what Milda can do in order to increase the engagement and co-creation among their consumers at their website. Milda has a user-generated recipe section inside their website they want the consumers to interact with and contribute with content to. The study was conducted using a mixed methodology containing interviews with consumers, usability tests, a survey distributed on Milda’s Facebook page, a review of Milda’s current website, and a short benchmark. Furthermore, the study was based on a thoroughly made literature review over previous studies made regarding the subject.
The findings from the study showed that consumers tend to be more willing to co-create with companies they can identify with and are passionate about. Engaged consumers also advocates the brand and connects new consumers to its products. Presence from the company in co-creation processes is highly important to engage and satisfy the consumers. Social aspects in form of communication and interaction with other users are main driving factors for engagement in digital media. For Milda to increase the amount of content at their website shared by their consumers, they have to make some improvements with the site in order to provide a better user experience. Since the social aspect is important to gain engaged consumers, Milda also has to increase the traffic to the site.
Place, publisher, year, edition, pages
2013. , 71 p.
Media and Communication Technology
IdentifiersURN: urn:nbn:se:kth:diva-170449OAI: oai:DiVA.org:kth-170449DiVA: diva2:836614