The factors of how to increase the engagement with customers in the F&B industry through socia

My dissertation topic is marketing. I have gone through 2 meetings with my supervisor. The first meeting was discussing about what I am going to write for this topic. In the end, I decided to go with “The factors of how to increase the engagement with customers in the F&B industry through social media marketing”. But I haven’t decided on what title to use for my dissertation (it will be great if you can come up with a title). I also don’t have my research objective and research aim yet.

For the second meeting, me and my supervisor discussed about literature review.

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We came out with the whole outline, so for the first 2500 words of my dissertation is going to be


1.0 Introduction (800-1000 WORDS) = Talk about Social Media Marketing, research objective, research aim

For the introduction, I have wrote 700 words, so you can take over to conclude and came up with the research obj & aim(I will attached my introduction words doc down below)


Social Media Marketing

– Why firms use

– How does it benefit the F&B industry (THE IMPORTANCE)?

– How can they actually benefit the consumers?

– But there are still GAPS – what are those gaps?

– Mention your RO and the theories


2.0 Literature Review (1200-1500 WORDS)

2.1 Brand Engagement

Brand Engagement on Social Media


– Talk about the existing lit about brand engagement

– How can engagement be driven – through eWOM

– Put in some Theory (like Consumer Behaviour theory)


2.1.1 EWOM

Electronic Word of Mouth

– The existing lit about eWOM

– Importance of it


– Subtopics:


Management of Customer’s service on social media channels


For additional information, I own an online bakery, and I do think that Influencers’ review of the food products will lead to higher brand engagement (Probably can add this part if necessary)


Another question, is it possible for me to get my introduction and literature review done first so I can go through the methodology meeting with my supervisor. Then I will get back to you regarding what to write for the methodology.

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