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Title
THE EFFECT OF USING SOCIAL MEDIA MARKETING ON CUSTOMER ENGAGEMENT IN THE
PUBLIC SECTOR: THE CASE OF THE ZAKAT FUND
Faculty Advisor
Prof. Riyad Aly Mohammed Eid
Defense Date
13 April 2017
Abstract
Social Media Sites (SMSs) are affecting a wide cross-section of marketing activities. The purpose of this
research is to investigate what antecedents determine a user’s engagement with an account on a social
media sites (SMSs).
Through their use, the social media have facilitated various business opportunities as well as providing the
public sector with platforms through which organizations can engage current and future customers. Still,
the huge gap of practical knowledge about the role of SMSs in the public sector should not be forgotten.
A key issue is this area is the focus on the user’s; however, beyond this, the dissertation probed below
the surface to see how such virtual engagement is conceptualized and what factors facilitate and support
customer materialization.
In the same context, this research assesses the effectiveness of using Social Media Marketing (SMM) as a
tool in the public sector and attempts to shed light on it by examining the different user needs that SMSs
satisfy, together with the important implications and outcomes for public sector bodies hoping to become
involved in SMM.
Dissertation
SULTAN FAISAL ALI ALREMEITHI
Department of Business Administration
College of Business and Economics