THE PROCESS OF CONSUMER ENGAGEMENT ON FACEBOOK FAN PAGE IN THAILAND

Facebook fan page are the new channel in the digital era that allows consumers; (1) to interact with brands through social network connection (2) to obtain news and information and (3) to feel close with brands or products. In marketer’s point of view, consumer engagement is implemented as a key metric to gauge the effectiveness of social media. The objectives of this study are to understand consumer engagement process on facebook fan page under...