Customer Engagement in Social Commerce : A study about Facebook Brand Pages

Social commerce has raised with increased interactions between businesses and consumers on social media. Social commerce is the new phenomena which is a subset of e-commerce and lets customers engage in marketing activities led by businesses. Businesses have started to use social media to interact with new and potential customers and customer engagement is a key factor to success in social commerce. Social media lets the companies promote new products and sales campaigns which benefits them as social media creates exposure to many consumers. To get a better understanding on the subject, this study has examined what drives customers to engage in social commerce and which type of content on Facebook creates customer engagement. The research has been conducted by focus group discussions and content analysis on Facebook brand pages. Companies within the home interior branch has been studied in the content analysis. The results showed that customers engage in social commerce to get information, stay updated on news and offers, but also engage themselves with the content on social media by sharing brand content to their friends on the platform. Other findings showed that a higher level of customer engagement was created in posts that contained information infused with entertainment. Contests on Facebook brand pages also created a high level of customer engagement