Date of Award
12-2016
Degree Type
Thesis
Degree Name
Master of Science (MS)
Department
Computer Graphics Technology
First Advisor
Mihaela Vorvoreanu
Committee Chair
Mihaela Vorvoreanu
Committee Member 1
G. Jonathon Day
Committee Member 2
James Mohler
Abstract
This study investigated how brand equity was perceived on the Purdue University Residences’ Facebook page by applying a user experience method. From a review of previous literature, Website Experience Analysis was identified and performed to evaluate brand equity. This study addressed and explored various themes throughout the data. The results showed how page content and user interactions within a Facebook page influence participants’ perceptions of brand equity.
Recommended Citation
Perkins, Jackelyn, "Facebook and user experience: Evaluating brand equity of Purdue University residences" (2016). Open Access Theses. 885.
https://docs.lib.purdue.edu/open_access_theses/885