Social Brand Engagement Practices

This project explores the role of social brand communities. In particular, the research aims to understand why consumers become involved with brands on social networking websites and the subsequent consequences of such involvement. Social Media has become an important topic area, whilst brands have invested large sums of money and resources in growing online communities. This project aims to shed light on:
1) The benefits of online brand communities on social networking websites.
2) The variables that influence consumers to engage with brands in online communities.
3) The consequences resulting from social brand engagement in online communities.

Funded by Ghana Institute of Management and Public Administration (GIMPA)