Browsing Brage INN by Author "Stothers, Robin Alexander"

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Consumer engagement behavior in social media Why members of Generation Y decide not to engage

Brataas, Andrea Elisabeth; Stothers, Robin Alexander (Master thesis, 2020)

Abstract Purpose - This thesis aims to develop understanding of why certain consumers choose not to engage in social media. Earlier research on the topic is highly based on positive and negative consumer engagement, which ...
To engage or not: how does concern for personal brand impact consumers’ Social Media Engagement Behaviour (SMEB)?

Mei, Xiang Ying; Brataas, Andrea; Stothers, Robin Alexander (Peer reviewed; Journal article, 2022)

In the present society, people have become cautious about their online presence. By adopting a qualitative methodological approach, the study investigates consumers’ approach to SMEB (Social Media Engagement Behaviour). ...