Engage to success : Consumer engagement in digital media

TL;DRAbstract

This thesis has been conducted as a case study for the brand Milda. It aims to investigate what Milda can do in order to increase the engagement and co-creation among their consumers at their website. Milda has a user-generated recipe section inside their website they want the consumers to interact with and contribute with content to. The study was conducted using a mixed methodology containing interviews with consumers, usability tests, a survey distributed on Milda’s Facebook page, a review of Milda’s current website, and a short benchmark. Furthermore, the study was based on a thoroughly made literature review over previous studies made regarding the subject. The findings from the study showed that consumers tend to be more willing to co-create with companies they can identify with and are passionate about. Engaged consumers also advocates the brand and connects new consumers to its products. Presence from the company in co-creation processes is highly important to engage and satisf

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