Facebook and User Experience: Evaluating Brand Equity of Purdue University Residences
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.
Degree
M.S.
Advisors
Vorvoreanu, Purdue University.
Subject Area
Marketing|Communication|Technical Communication
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