Date of Award


Degree Type


Degree Name

Master of Science (MS)


Computer Graphics Technology

First Advisor

Mihaela Vorvoreanu

Committee Chair

Mihaela Vorvoreanu

Committee Member 1

G. Jonathon Day

Committee Member 2

James Mohler


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.