ENGAGING CONSUMERS THROUGH COMPANY SOCIAL MEDIA WEBSITES

摘要

The purpose of this research is to investigate how companies can effectively engage with consumers through their social media websites. The reasons why companies create social media websites and why consumers join the websites are identified. In addition, the relationship between consumer demographics and the degree of participation in company social media websites are examined. The study adopted a quantitative approach involving hypotheses testing. Primary data were obtained via an online questionnaire. The results suggest no significant correlation between the demographics and the degree of consumers' involvement or activity in company social media websites. The reasons for creating the websites and for consumers joining sites are presented. Based on the findings, insights are developed for businesses to engage more effectively with consumers through the company social media websites.