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Companies are increasingly using online communities as powerful tools to reach their customers and communicate with them. However, engaging the community members and getting them to interact with the brand is an ongoing challenge for most.
This thesis aims to understand the drivers of customer engagement within the context of online communities of beauty brands. It also investigates the impact of OBC engagement on purchase intention. A theoretical model is developed in which brand image, customer experience, social affiliation, and enhancement serve as potential drivers, while purchase intention is a possible outcome and customer’s online interaction propensity is a mediator. 
This model is tested using survey data collected from online communities of beauty brands on Facebook. The convenience sampling method was used to select a sample and Structural equation modeling was the main statistical method for this study.
The results indicate partial support for the hypotheses. More importantly, they confirm that delivering a good customer experience and creating a positive brand image results in increased engagement in OBCs, which in turn leads to high purchase intention. 
Managerial implications of this study are highlighted with an indication of some of the key factors that practitioners should leverage to enhance engagement in online communities.

Customer engagement --- Brand communities --- Cosmetics brands --- Sciences économiques & de gestion > Marketing

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One of the top marketing challenges that marketing managers and executives face today is to better understand social media and its promise as a marketing platform. The social media ecosystem, including traditional platforms such as Facebook and Twitter and upstarts such as Instagram and Snapchat, have evolved significantly over the past 10 years, so much so that keeping pace with the latest social media platforms can seem like herding cats. To help you craft a more strategic approach to your social media efforts, we provide a timeless perspective on how to create, manage, and measure social media content. We simplify the concept of branding and advertising fueled by social media to one that focuses on understanding your why (Chapter 1); fostering customer engagement (Chapter 2) through crafting your organization's unique story (Chapter 3); telling the story strategically via social media channels (Chapter 4); organizing for social media and managing, monitoring, and measuring your social media efforts as well as developing guidelines and governance policies for executing your social media strategy (Chapter 5); identifying key metrics and measuring performance through analytics (Chapter 6); learning from several social media best practice examples (Chapter 7); and understanding the extent of change brought on by digital and social media related to how you engage your customers (Chapter 8). This book is intended to provide the reader--whether an upper level undergraduate or MBA student, social media manager, brand manager, small business owner, corporate executive, or simply someone who wishes to better understand the intersection of business and social media-- important perspectives and frameworks on developing and managing an effective social media strategy.

Internet advertising. --- Social media. --- advertising --- analytics --- branding --- brand storytelling --- customer engagement --- digital marketing --- metrics --- social media marketing

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This project involved the design of an online communication strategy, a tool created to help the AEI, to communicate effectively and meet core organisational objectives. The ultimate purpose is to raise awareness for the programme “Générations Entreprenantes”, one of AEI’s key strategic pillars that aims to propagate the entrepreneurial spirit among young Walloon citizens. This report was commissioned by the executive management due to the observation that young people, hence the final beneficiaries, are generally not aware of the existence of “Générations Entreprenantes”. According to this, the fundamental question of this academic project is: How to raise awareness for the Programme among young people and engage them? 
After building the base of a communication strategy which is the analysis of AEI’s corporate identity and branding, the communication strategy is progressively designed based on a model realized by Françoise Gabriel, professor in Marketing Communications. 
The research draws attention to the fact that the communication strategy should be based on a modern, young and approachable branding in order to resonate with a younger audience. Moreover, with more informed, more connected, more participatory and demanding individuals, the online communicational supports should be chosen according to this new consumer profile. Hence, the use of interactive communication channels seems to be the most effective solution. However, not only the channels have to be determined with mindful consideration, this also applies to the constructed message(s) that will be communicated. For that, according to admitted literature thereupon, it is important to study young people’s attitudes towards entrepreneurship. The research reveals that people still perceive more obstacles than advantages for pursuing an entrepreneurial path. Finally, the organisation should regularly assess the effectiveness of the strategy in order to be able to amend it, if necessary, and to reach initial objectives.
It is recommended that:
•the AEI develops a more youth-oriented look and image for its Programme;
•the AEI reinforces the use of social media (social networks, blog, forum) and creates a website which includes messages with both, an informational and emotional appeal;
•the Programme has an official advocate, like Guillaume WATTECAMPS, that resonates with young Walloon citizens;
•the AEI builds a real community around “Générations Entreprenantes” in order to further legitimate the denomination of its Programme.

Notoriété de marque, branding, identité d'entreprise, engagement client, esprit entrepreneurial, entrepreneuriat, génération Y, génération Z, outils de communication interactifs, Internet, canaux de communication en ligne, web-monitoring --- Brand awareness, Branding, Corporate identity, Customer engagement, Entrepreneurial Spirit, Entrepreneurship, Generation Y, Generation Z, Interactive communication tools, Internet, Online communication channels, Web-monitoring --- Sciences économiques & de gestion > Marketing --- Sciences sociales & comportementales, psychologie > Communication & médias