Customer Engagement Behaviours in Facebook Comments

Karen Michaele Stavnager

Student thesis: Master thesis

Abstract

When users leave comments on companies’ Facebook profiles,these are expressions of customer engagement behaviours. Customer engagement behaviours are non-transactional behaviours that revolve around a focal company. These are important as they represent ways in which the customer may influence the company. Being able to distinguish between different customer engagement behaviours, is important for monitoring and accessing the information that these behaviours contain. However little research has been done determining the different customer engagement behaviours found on social networking sites such as Facebook. We therefor propose 8 different categories of customer engagement behaviours that can be found in comments left on companies’ Facebook profiles. These are based on previous academic research and inspections of the comments from different companies’ profiles. These proposed categories are investigated using the Facebook data from10 different companies. This is done using five different machine learning algorithms to classify the comments according to their customer engagement behaviour, sentiment and intensity. Based on these results we look at how customer engagement behaviours vary across different companies and industries.

EducationsMSc in Business Administration and Management Science, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2020
Number of pages87
SupervisorsRaghava Rao Mukkamala