Marie-Catherine Perreault

Masters in Electronic Commerce Management. seeks to understand and optimize the user / consumer experience as much as possible on the web and especially social media.

Project description:

My research project is to understand the impact that promotional videos published by brands can have on consumer / user engagement with them. So I'm looking to assess the different possible content strategies in order to assess which one can increase brand engagement. Then, to assess engagement, we want to use the appropriate metrics that will allow us to compare users' intentions with their actual actions. Thus, a survey will be conducted to assess the intention while a content analysis will assess the metrics. Ultimately, we want to advise brands on strategies to use to drive engagement based on the preferences of users who follow their Facebook page.