Dissertation/Thesis Abstract

Brand Engagement in Relation to the Elements of Uses and Gratifications Theory through Participation in Virtual Brand Communities on Pinterest
by McClure, Samantha, M.S., University of Louisiana at Lafayette, 2016, 82; 10163337
Abstract (Summary)

Many advertising, marketing, and communication professionals look for ways to increase consumers’ engagements with their brands. In doing so many have begun to use social networking sites, such as Pinterest. Consumers can engage with brands through participation in these sites. Through this brand engagement, businesses can hope for positive customer satisfaction towards their specific brand, which can lead to the development of brand attachments. The purpose of this study was to show the association between brand engagement and the elements of uses and gratifications theory, specifically through the use of the virtual brand community of Pinterest. Statistical tests were conducted to determine the relationship between individual and multiple elements of the uses and gratifications theory and brand engagement.

Indexing (document details)
Advisor: Dinu, Lucian F.
Commitee: Ferguson, Alice C., Givens-Carroll, Dedria
School: University of Louisiana at Lafayette
Department: Communication
School Location: United States -- Louisiana
Source: MAI 56/01M(E), Masters Abstracts International
Subjects: Communication, Mass communications
Keywords: Brand engagement, Pinterest, Uses and gratifications theory, Virtual brand community
Publication Number: 10163337
ISBN: 978-1-369-18029-9
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