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Customer Brand Engagement on Snapchat

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Customer Brand Engagement on Snapchat Faculty of Economy and Business Msc. in Business Administration Track Digital Business Customer brand engagement on Snapchat A conceptual model and empirical analysis Master Thesis Author: Pien Uittenbogaard 11152435 Supervisor: Nick van der Meulen June 22th, 2017 Final version University of Amsterdam Academic year 2016-2017 Statement of originality This document is written by Pien Uittenbogaard who declares to take full responsibility for the contents of this document. I declare that the text and the work presented in this document is original and that no sources other than those mentioned in the text and its references have been used in creating it. The faculty of Economics and Business is responsible solely for the supervision of the completion of the work, not for the contents. 2 Abstract This research has the purpose to shed more light onto the field of customer engagement through social media platform Snapchat. It focuses on exploring the relationship between customer engagement and different types of digital marketing content, on Snapchat. The research question states: “What is the effect of different brand related content types on customer engagement for beauty brands on Snapchat?” A survey with an experimental design was conducted for three conditions, representing three different types of digital marketing content. Snapchat stories were shown to the participants were after their customer engagement level was measured. The results show that digital marketing content including remuneration on Snapchat scored the highest on two of three customer engagement dimensions, namely on cognitive processing and intention to buy. This insight is not supported by existing academic literature which states that entertainment and information based content should yield higher customer engagement. Content including entertainment scored the highest on affection, while content including information scored the lowest on all three customer engagement measurements. This study contributes to current literature on digital marketing content and customer engagement because there has been done little research on the effect of digital marketing content in relation to customer engagement on social media platform Snapchat. This research presents additional insights to the existing literature, providing understanding of how different content types effect customer engagement on Snapchat. It sheds light on the need for expansion of theories focused on the topic of digital marketing content on new, rising social media platforms in relation to customer engagement. 3 Table of content Abstract ................................................................................................................................................... 3 Acknowledgements ................................................................................................................................. 7 Chapter 1- Introduction ........................................................................................................................... 8 Chapter 2- Literature review ................................................................................................................. 11 2.1 Digital content marketing ............................................................................................................ 11 2.2 Social Media and customer engagement ..................................................................................... 12 2.3 Shifting perspective from sales to engagement ........................................................................... 13 2.4 Customer brand engagement ....................................................................................................... 16 2.4.1 Definitions of customer engagement .................................................................................... 18 2.4.2 The ‘Uses and Gratifications Theory’ .................................................................................. 20 2.5 Snapchat ...................................................................................................................................... 21 2.5.1 The seven functional building blocks to unpack Snapchat ................................................... 22 2.6 Research on Snapchat .................................................................................................................. 23 2.7 Problem statement ....................................................................................................................... 26 2.8 Conceptual model ........................................................................................................................ 27 Chapter 3- Methodology ....................................................................................................................... 28 3.1 Research design and strategy ...................................................................................................... 28 3.2 Participants .................................................................................................................................. 29 3.3 Manipulated content .................................................................................................................... 30 3.4 The brand related content ............................................................................................................ 32 3.5 Measurements .............................................................................................................................. 33 3.6 The tools applied ......................................................................................................................... 34 Chapter 4 Results................................................................................................................................... 36 4.1 Sample characteristics and Between Group Homogeneity Analysis ........................................... 36 4.2 Reliability analysis ...................................................................................................................... 37 4.3 Normality test .............................................................................................................................. 38 4.4 Descriptive statistics and correlation matrix ............................................................................... 40 4.6 Hypothesis testing ....................................................................................................................... 42 4.6.1 Cognitive processing ............................................................................................................ 43 4.6.2 Affection ............................................................................................................................... 44 4.6.3 Intention to buy .................................................................................................................... 45 4.6.4 Conclusion of hypotheses test results ................................................................................... 46 Chapter 5 Discussion ............................................................................................................................. 48 5.1 Findings ....................................................................................................................................... 48 4 5.2 Contributions to theory ................................................................................................................ 51 5.3 Practical implications ................................................................................................................. 52 5.4 Limitations................................................................................................................................... 53 5.5 Recommendations for further research ....................................................................................... 54 Chapter 6 Conclusion ............................................................................................................................ 55 Chapter 7 References ............................................................................................................................. 57 Appendices ............................................................................................................................................ 64 Appendix A: The seven building blocks of Snapchat ....................................................................... 64 Appendix B: Examples of Snapchat stories created .......................................................................... 69 Appendix C: Experimental survey .................................................................................................... 71 Appendix D: Snapchat stories Jolie Paris .......................................................................................... 76 Appendix E: SPSS Data Output ........................................................................................................ 78 5 List of Figures and Tables Figure 1.The functionalities of different social media platforms ......................................................... 23 Figure 2. Conceptual model for customer engagement on Snapchat content types ............................. 27 Figure 3. Example of content edited from original Snapchat content of Essence Cosmetics .............. 31 Table 1. Overview of link between beauty brands Snapchat activities and digital marketing content conditions .............................................................................................................................................
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