Sounds Like You free essay sample

From the moment her charming spirit bounded into my arms, I knew I loved her. Young enough to be my baby sister, we were of no blood relation, but mere acquaintances through my high school cross country team. I held my coach’s three year old daughter in my arms, unable to carry my luggage on to the bus we were about to board for a traveling meet. As I boarded the bus, she buried her head, unyielding to the coos and prods of the other high school girls. She rested perfectly into the pocket that was my shoulder and waist, and slept. She held me as much as I held her, indefinitely assuring her place in my heart as I confirmed my role in life. Naturally, my investment in children was innate from a young age; I became the oldest of four, and found myself perfecting domestic tasks as a caretaker while my parents worked. We will write a custom essay sample on Sounds Like You or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Between doing homework and supplementary biking and running workouts hours at a time, I came home to responsibilities that eventually transcended outside of the house. Inevitably, I became the â€Å"mom† to my friends, someone they relied on to make the best judgment in any situation (in addition to cooking, baking, and cleaning up their mistakes). I started babysitting consistently for a few families throughout the week and consequently, found myself becoming attached to these kids, these families, as if they were my own. Having been part of various athletic teams and forging close bonds with friends, an idealized family that was different from my own began to take shape as I adopted â€Å"second-families†. This exposure inspired a deep-rooted conception of what an ideal family should look like in my eyes. Consequently, my immediate family inevitably became unfit for that seemingly unrealistic archetype. My family soon became flawed: their mistakes and feeble actions were unjustifiable. I was dissatisfied and disheartened easily, as my expectations were hard to fulfill; as a result, my presence at home and in their lives became very secluded and private. However, this high level of expectation began to dwindle as my need for attention and support became apparent. Long nights of studying for a full schedule of AP classes after arduous training resulted in a panic level that brought about my vulnerability. I became sick easily, hindering my performance in the classroom and in the middle of my last high school cross-country season; it was apparent that the amount of responsibility I had taken upon myself was overwhelming as the need to perfect each and every task became unfeasible. However, I found encouragement and guidance when the stress that I inherently brought upon myself would cease to fade. I began to accept the need for parenting, and it became clear that my parents were constantly endorsing my achievements and goals with unyielding support and guidance. I come from a family in which bloodlines do not all coincide. My family is a large community of parents, teammates, mentors, and friends whose unconditional love is ingrained in the purpose of my objectives. Their support is steadfast and uncompromising; they help me to realize my accomplishments when they are abstract in my eyes; in turn, they encourage me to maximize my potential in all respects, despite the obstacles that I may incur. They have inspired me to find the positive in each task that I undertake, be it a homework assignment, test, cross-country practice, or race. To this day, as I lace up my running shoes, hold a pencil in hand, or peer down at a book on my lap, it is not without the strength and vigor of my family at heart. Although we held no commitment to each other, she inspired my consistent volition to care for others in times of need. Her uncompelled love would ultimately compel my motivation to inspire others to love unconditionally in order to bridge the gap that is fear and trust.

Character Portrait Scout Essays

Character Portrait Scout Essays Character Portrait Scout Essay Character Portrait Scout Essay Character Portrait Scout Jean Louise Finch, also known as Scout, is one of the main characters in the novel To Kill a Mockingbird, this story is seen through her perspective. Scout is an innocent, ignorant, young girl who lives with her father, Tactics and brother Gem in Alabama, Macomb County. Scout is quite special amongst her town; from her personal qualities; tomboyish behavior due to the parenting style of Tactics, and her social position from her being the daughter of a respected lawyer and that her familys living standards are better off than many in the town. Scout is an intelligent girl who as learnt to read and write before she even started going to school, she was protected from hypocrisy and social pressure due to the nurturing of her father. Due to her innocence and ignorance to the racism and hatred in her community to black people, her first contact to racial prejudice was confronting and led her to question her understanding of her own conscience, learning that human has capacity to hold evil, but an even greater capacity for good and when Judging others with sympathy and understanding evil mitigates. Scout is an innocent five year old girl who is shielded from the malicious world. Through the nurturing of Tactics Finch, Scout has her mind, conscience and individuality molded without the influence of hypocrisy and racism in their community. Living in a racially prejudice society, Macomb, where black people are considered worthless and dangerous, Attics protection and teachings has provided minimal exposure to the evils of the world. Scouts first interaction with the evils of their world in the form of racism causes her to grow and understand more about the moral nature of humans. In the first 11 chapters of the novel (Part One), the Finch family lives an ordinary life where they lives happily as a family. This is shown through the play times between Scout, Gem and Dill and the holiday with the Finch family has to their cousins house. However, there are still notions of racism and prejudice even due to school and the rumors in the neighborhood, like the prejudice play the children made up about Boo Raddled the man that they feared most. But it was when Tactics chose to defend Tom Robinson, a black man accused of raping a white women, which disrupted the happy innocent world of the Finch family. The townspeople were enraged that Tactics would willing help a black man, and they didnt restrain these feeling to Just Tactics but to Gem and Scout too. Inform fathers no better than the naggers and trash he works for! (Chapter 11, peg. 113). This quote is said by Mrs.. Dubos to Gem and Scout, this curse is an example of the attacks that Scout received during that time which caused her to fight with other kids at school because of their comments about her father. Because of Scouts tomboyish behavior she isnt afraid of fighting even boys, leading to Tactics forbidding her to fight other people because of their comments about him. Through the gradual understandings of Attics lessons of moral conscience and sympathy, Scout builds the ability to view the world from others perspective and sympathize them. There wasnt much else left for us to learn, except possibly algebra (Chapter she has learnt and she acknowledges that she has learnt something. Ignorance and prejudice can develop to sympathy. The Judgment of Boo Raddled by Scout has been prejudiced by the rumors in her neighborhood, causing her to image him as being a mysterious monster. Scout is an intelligent girl who learnt to read before she started school, however, she is ignorant to the racism that exists in her community. Scout has faith in the goodness of her community, but, it is tested with the hatred and prejudice progresses with the trial of Tom Robinson. Even with the whole community acting out prejudice, Scout herself has her own prejudice ethics, her fear of Boo Raddled. Her fear of Boo Raddled combined with the horrible rumors about him causes Scout to image Boo as a dangerous monster who hides in his house only to creep around the streets peeking into others houses. This fear caused Scout, Gem and Dill to make a play about Boo Raddled, parodying him based on prejudice and rumors. Thanks to Attics wisdom, Scout learns that humanity has a great aptitude for evil, but it also has a great aptitude for good, and that evil can be mitigated when she approaches others with sympathy and compassion. Scouts develops into a person capable of understanding this outlook indicates that, whatever evil she encounters, she has the ability to retain her conscience and appreciate the good qualities in people while accepting the bad qualities. One the important lessons that Tactics wanted Gem and Scout to remember was sympathies and empathic others. Mimi never really know a man until you stand in his shoes and walk around in them. Chapter 31, peg. 308). Attics teaching of standing in the shoes of others and walking around in them is telling his children to look at someone from their perspective. Understanding what it is like to be that person and to feel and experience what their frame of mind would be, while retaining your moral conscience without becoming cynical. At the beginn ing of the novel Scout struggles to apply Attics lessons into her life, but she demonstrates her development through the many incidents she has endured, she succeeds to comprehend in Boo Raddled perspective. l turned to go home. Street lights winked down the street all the way to town. I had never seen our neighborhood from this angle. There were Miss Medias, Miss Stephanie there was our house. I could see the porch swing Miss Earaches house was beyond us, visible, I could even see Mrs.. Doubles. (Chapter 31, peg. 307) The quote above, proves that Scout has finally put Attics lessons into practice, to live with sympathy and understanding towards others. Through this act, Scouts perception on Boo Raddled changed completely, she sees Boo Raddled as a human being and realizes that Boo sees whatever she sees. Her newfound ability to observe the world from different perspectives has ensured that she will not be Jaded.

Aesthetic Essay Example | Topics and Well Written Essays - 750 words

Aesthetic - Essay Example ..""Aesthetics"" or esthetics is a branch of philosophy dealing with the definition of beauty† (Singh 2008). The concept of beauty is subjective in nature as it had been popularly coined by the phrase â€Å"beauty is in the eye of the beholder† (Martin 2009). Film, which is an art of making motion pictures, encompasses different criteria or qualities by which its aesthetic quality can be evaluated depending on the person viewing it. Thereby, its classification as a beautiful film depends on the subjective nature of the person who viewed it. It is in this regard that this essay is written to determine the qualities of a good (and beautiful) film as hereby defined. The most critical factors that qualify a film or movie as good are as follows: (1) a good plot (or the content of the story), (2) the quality and choice of casts, (3) genre, (4) excellent audio visual quality, (5) cinematography (or the form which is the actual beauty of fine art) and (6) moral or message of the story. I consider the following films as meriting the aesthetic standards of a good film: (1) Apocalypse Now, (2) Psycho, and (3) 12 Monkeys. The Apocalypse Now, produced and directed by Francis Ford Coppola, had been a controversial movie according to critics in terms of various concerns that besieged the director, actors, and other movie personnel. However, despite these concerns, Apocalypse Now passes my aesthetic standards because of the plot, quality and choice of casts, cinematography and the message of the story. The proof are the numerous awards that the film garnered including two Oscars for best in cinematography and sound and a host of other awards in the US, Cannes, Brazil, with 13 wins and 32 nominations. In Psycho, directed by Alfred Hitchcock, the aesthetic beauty comes out from the plot which leaves the audience in constant suspense. Despite the time that has evolved since its first filming, a lot of movie goers still remember this film due to the surprise ending.

Qualitative research Assignment Example | Topics and Well Written Essays - 1000 words

Qualitative research - Assignment Example The results generated in the article on infertility are detailed, rich, and products of valid processes. The valid process is the ingredient of in-depth comprehension of the topic under investigation. A sample size of twenty participants remains reliable in terms of data generation with proper links to cause-and-effect relationships. Important in this context was the topic of choice. Comparatively, Vickers holds that physicians do not study nutrition as a science in the same way that nutritional therapeutics do. Therefore, physicians do not practice nutrition as part of conventional medicine. Conventional settings only allow dieticians to work with specific groups of patients. Such cases include obesity, diabetes, cardiovascular risk features, and swallowing problems as well as those with digestive problems. Physicians only extend nutritional interventions to the treatment of rare metabolic condition and those involving gross nutritional deficiencies. However, other nutritional interventions do not apply to conventional medical practices. Physicians end up categorising them as complementary medicine. The source highlights various examples of nutritional supplementation (Vickers 2001). They include The article on fertility was a product of a qualitative study that followed a phenomenological technique that explored experiences of infertile women in their sexual lives. On the other hand, the article on unconventional approaches to nutritional medicine highlighted, albeit qualitatively, the differences in the study of nutrition by physicians and nutritional therapeutics. The article identifies the variance in undertaking the study under conventional and unconventional settings. The article on infertility only sampled twenty participants. However, the article on unconventional approaches to medicine took the universal approach of collecting information across the globe from various sources under the

Ethnic inequalities in the workplace

Ethnic inequalities in the workplace 3. Why, despite Race Discrimination, legislation do ethnic inequalities in the workplace persist? There are a large number of problems including discrimination, human capital and social isolation that mean that ethnic inequalities in the workplace continue. Pakistanis, Bangladeshis and Black Caribbeans suffer the most discrimination, have the least human capital and are most prone to social isolation. This can be seen in that these ethnic groups have the greatest unemployment rates and lowest incomes. Meanwhile the Chinese and Indians do better for themselves in comparison, however are still not on the same levels at Whites in Britain. Since the 1970s Black Caribbeans, Bangladeshis and Pakistanis have continued to have double the unemployed rates that whites do. This is shown in the fact that on average Black Caribbeans earn around 15% less than whites (Hall Carter, 2006). Meanwhile increasingly Indians and Chinese have managed to gain more or less the same levels of works at whites in Britain. Further more Indians, Chinese and Pakistanis have continued to have higher rates of s elf employment than whites or Black Caribbeans since the 1960s, meaning Black Caribbeans do the worst in employment (Clark Drinkwater, 1998). However there is some evidence to suggest the situation is improving in the workplace that will be explored nearer the end of the essay. Discrimination, whether it be conscious or subconscious, is seen as a major factor in ethnic inequalities in the workplace in Britain. The general definition of discrimination is that it is prejudice treatment of a person based on their membership of a group. Often this discrimination is against a religious group or race, even simply due to skin color. A vast amount of research suggests that discrimination against ethnic minorities continues to be a problem when it comes to employers hiring. (Deitch, Barsky, Butz, Chan, Brief Bradley, 2003). Further studies also suggest that prejudice against ethnic minorities has remained at a constant level over the past 40 years (Li Heath, 2008). It is defiantly a valid point that different ethnic minorities experience different levels of discrimination by whites within Britain. Research shows that the British population overall believe there to be similar levels of prejudice against Blacks and as there are with Pakistanis (Verkuyten Brug, 2002 ). There is a common underlying prejudice view with some employers that these ethnics groups are most prone to laziness and crime. The view that racial discrimination is greater in manual labour such as building than it is in the non-manual labour such as office work is certainly a valid one, as it can be argued there are more social boundaries with an office environment than on a building site (Fraser, 2009). The higher an individual goes in the workplace hierarchy, the greater the rules and regulations set in place that prevents discrimination within that environment. Hence this means discrimination is likely to be greatest at the lower end of the manual labour hierarchy. It is fair to say Black Caribbeans and Pakistanis are more likely to be discriminated against than Indians and Chinese as there is a clear education gap between them. Unfortunately due to the similarity in looks between Pakistanis and Indian they may well suffer equal discrimination. Black Caribbeans in particula r will feel obliged to apply for lower pay jobs (Verkuyten Brug, 2002). It is hence easy to see how once you are bracketed into a certain ethnic group, depending on which group that is, an individual is either in a cycle of advantage or disadvantage. Whites would on average be considered to be in a cycle of advantage with regards to ethnicity and work in Britain. The idea of human capital adds to the problem of ethnic inequality in the workplace. An employer will seek to asses how strong or weak an applicants human capital is (their value as worker). For example if you are a graduate from university experience you are far more likely to be employed than someone who dropped out of school at the age of 16. Ethnic discrimination in human capital can be seen clearly in that if a white individual has the same qualification as an individual from an ethnic minority, the white individual is more likely to get the job. This is a sad but true fact, although one would like to think it is becoming less common in this current age. However, ethnic groups are not discriminated against to the same degree as one another, with Indians and Chinese often coming close or surpassing whites in their human capitol. This is due to ethnic groups differing levels of human capital, subsequently created by differing education levels. On average Indians and Chinese have h igher educational levels than Black Caribbeans, Pakistanis and Bangladeshis (Ratcliffe, 2004). This would help explain the pay gaps between the ethnic groups, with Indians and Chinese on average earning more than other ethnic minorities (through better jobs due to their better standard of education). Language is another vital part of human capital. In the first generation of migrants, Pakistanis and Bangladeshis in particular lacked the English language one needs to work. This is less of an issue now, but unfortunately these prejudices carry on into the second generation. Education levels and language skills are therefore crucial to judging an individuals human capital. Unfortunately due to conscious or subconscious discrimination of an employer being white is often an addition to an individuals human capital while often being a member of an ethnic group is seen as a subtraction to human capital. Another reason for ethnic inequality within the workplace is social isolation. This is relevant in particular among Pakistanis and Bangladeshis, as they are the most socially isolated of all the ethnic groups within Britain (Ratcliffe, 2004). Compared to other ethnic groups, in particular whites, Pakistanis and Bangladeshis lack the bridging social skills that are needed to gain work contacts within a predominantly white British society, which is almost essential to finding the jobs. Their social isolation may continue with their lack of good education and English language, which is again essential to networking for jobs. Further more ethnic minorities are often highly concentrated in certain urban areas, with Bangladeshis and Pakistanis having the highest level of geographical segregation from the white population (Solomon, 2003). Due to this they are less likely to mix with the white population of Britain, and therefore less likely to network for jobs. As a result there are very fe w examples of Pakistanis or Bangladeshis marrying into white families. Again, location is essential as to rates of pay or qualities of jobs. The first generation of migrants arrived in Britain with little knowledge and little money, hence they moved into lower class and lower income areas of cities. This is where cycles of advantage and disadvantage are relevant once more. Ethnic groups who live in areas of deprivation are in cycles of disadvantage. Classic examples include areas of Slough, East London and Bradford. Areas of deprivation will entail a poor quality education and poor job opportunities and therefore will in turn create individuals of poor human capital that are likely to be discriminated against due to their geographical location and prejudice opinions that come with living in that area. On top of this, if an individual is of an ethnic minority there is even more discrimination likely to be consciously or subconsciously directed their way. Due to this, an area may beco me less desirable, and therefore only attract more migrants or unemployed due to the cheap standard of living, adding further to the problems of the area. While there is overwhelming evidence to suggest ethnic inequalities within the workplace persist, there is some evidence of the situation improving. Overall racial discrimination is becoming less common due to new rules and regulations, as well as it being frowned upon to the highest degree. In particular, Black Caribbean individuals are marrying white individuals hence bridging the gap between ethnic groups and creating more networking for employment (Hall Carter, 2006). The second generation of migrants are generally doing better with jobs than the first generation due to their greater integration into the education system and greater use of the English language. In particular Indians and Chinese are acceleration in the economy, gaining high earning jobs in law or medicine. In conclusion, there are a large number of problems including discrimination, human capital and social isolation that mean that ethnic inequalities in the workplace persist. Pakistanis, Bangladeshis and Black Caribbeans suffer the most inequality in the workplace, while the Chinese and Indians do better for themselves in comparison, however are still not on the same levels at whites in Britain On average the whites in Britain do better overall in the workplace than the other ethnic groups due to the above problems. Having said this, the second generation of migrants have done better in the workplace than the first generation of migrants.

Son of the Revolution

Liana was born into a family where his father was a devote communist reporter and his mother who was accused of being part of a non-communist rightist group called the Hundred Flowers. The Hundred Flowers wanted to purify the communism that currently existed in China by finding faults in the existing communist regime. Lings mother did not criticize at first because her she had her job because of the Communist party and loved the party as a result. Mao Sedona, chairman of China, wanted to win the support of intellectuals so her leaders insisted he come up with three â€Å"out of duty', she came up with three which drastically changed her life.From then, the Hundred Flowers Movement changed to the Anti- Rightist Movement in an effort to extract people who did not believe in the communist way. Because their actions were against communism and a revolution was trying to be avoided, they sent anyone associated with the Hundred Flowers to a re-education camp to bring them back in favor of the communist party. Politics played such a large part in the Chinese society that people were tricked into criticizing the party and punished. Lings mother was separated from Liana and his family and sent to another part of China for her different political beliefs.Not only was Liana separated from his mother for her non-communist ways, he was bullied and shunned in school because everyone thought he was non-communist like his mother. Human relationships are also affected with the actions of his father. Due her beliefs, she lost her rank in the police as well as a dramatic cut in her salary. Lings father had to divorce his wife because he wanted to save the rest of his family by being punished with her by association. It is apparent that politics had such an impact on citizens that the relationship between Lining's father and mother could be so disgraceful that it led to a divorce.It broke â€Å"ties among his family, essentially ruining his mother's life and holding back the rest of the family in contributing to the Revolution†l. During the revolution when China closed all schools and Liana was unable to continue his education in college. But after the revolution, China reopened schools and Hen took his opportunity to continue his education. But upon his return to school, â€Å"he is shocked at the inability of students to rationalize freely. The school seemed to be almost exactly the same as when Liana had attended school so many years earlier.Lings visit showed the power that the education system has on youth, and how easily shaped those individuals can be from such a young age†2. Liana describes the behavior of university students and how the war between political parties affected their ability to express themselves in fear of punishment. It is evident that throughout Liana Hangs upbringing, politics was involved in his life in a way that would tear his family apart as well as open his eyes about the insanity that unionism brought to him. Hi s upbringing had made him believe that the world was out to get him.He portrays his childhood in a way that depicts himself as the bad guy in society. â€Å"l had been the victim of political movements since the age of three, first through my mother, then through my father, and now through an absurd coincidence in my own affairs. Society hated me. It turned me into an outcast and a thief†3 Liana feels that due to the chain of unfortunate events that society hates him. He grew up in an era where there were many political parties that actively sought out to make their ideology a reality.Due to the many conflicting ideas, Lings human relationships fell victim to the punishments that were not technically his own. The transformation that Liana Hen experienced from his childhood to his adulthood shows that politics affect human relationships. Through his series of events, it can be seen in his memoir The Son of the Revolution how his human relationships were affected such as the ca se with his mother who was banished and exiled from his family due to conflicting political beliefs.It can also be seen how politics affects human legislations by the actions of his devote communist father who divorced his wife in order to save his family from the punishments that would be implemented upon his wife. Apart from the consequences of his family political affiliation, Liana noted the affects of a particular political reign it had on growing kids in the education system. The imprint the many political movements had on Liana caused him to realize how destroyed his life is and convinced him that the world was against him. Politics is such a powerful concept that it is constantly affecting our lives and the lives of our neighbors.

Customer Engagement on Facebook

Individual Research â€Å"Customer engagement of commercial brand community on Facebook† Ms. Benchawan Phumphuengsri ID: 543-9374 iMBA Batch 3 Section 19 BP6993 Individual Research Submitted to Assistant Professor Dr. Kriengsin Prasongsukarn Graduate School of business Assumption University Submission date: 12 April 2013 Word count: †¦Ã¢â‚¬ ¦.. words Abstract The rise of the Internet in worldwide there are opportunities and challenges have emerged for marketing brands and products.In its early days, the Internet was seen as an opportunity for marketers to communicate with consumers, and even to engage the customer in two-way communications. However, consumers are becoming overcome by marketers’ attempts to engage them in relationship marketing strategies. The marketing managers and planners should apply new ideas in order to make their brand community more effective because traditional web sites are no longer motivating customers to return and interact to the site. So it is important for the marketer to find out the strategy that involves the development of a virtual community around the brand by focusing on perceived benefits such as social benefits, entertainment benefits and economic benefits to the customer by using online media and social network which are more powerful marketing tools in the current day. In addition, interactions among members can influence the selection of brands, making effective communities very important for the company.In order to get a better understanding of the important factors of community engagement behaviour, this study will show which factor lead to successful online strategies for the marketing on Facebook fan page by using Product Moment Coefficient Pearson Correlation (Bivariate) to analyse the variables and explain that how social benefits, economic benefits and entertainment benefits have a relationship on customer community engagement behaviour. Acknowledgements To complete my individual research, I wo uld like to thank you my advisor Assistant Professor Dr.Kriengsin Prasongsukarn for all helpful advices and guidance since the beginning up to the individual research completion. Moreover I have learned many things from him during the consulting time and he motivated me to try harder to understand and apply his teaching to real practice. I would like to thank to all of my friends, iMBA section 19 for their advice and encouragement which supported me to finish this individual research. Thank you to respondents of my questionnaires.Lastly I would like to thank my family who always believe in me that I could do study and work at the same time. I hope this research will be benefits the business towards understanding ways to enhance customer engagement with their brands. Table of Contents CHATER 1†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 INTRODUCTION †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 1. 1 Background of the topic†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 1. 2 Statement of the problem†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 1. Research Objectives†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 1. 4 Scope of Research †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 1. 5 Limitations of research †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 4 1. 6 Significant of study †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 1. 7 Definition of terms †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 CHATER 2 LITERATURE REVIEW†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 2. 1 Theoretical Literature †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 5 2. 2 Related Literature Review †¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 2. 3 Summary table of findings of previous researches†¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ CHAPTER 3 RESEARCH CONCEPTUAL FRAMEWORK †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 3. 1 Theoretical Framework †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 3. 2 Conceptual Framework†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦ 12 3. 3 Research hypothesis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦.. †¦13 3. 4 Operationalization of the variables †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 14 CHAPTER 4 DATA ANALYSIS AND RESULT†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 4. 1 Method of Research †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 15 4. Source of Data †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 4. 3 Research instrument †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦. 15 4. 4 Data Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦ 16 4. 5 Summary of Hypotheses Testing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 22 CHAPTER 5 CONCLUSION AND RECOMMENDATION. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 23 5. 1 Conclusion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦ 23 5. 2 Recommendation †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 24 5. 3 Future Study †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 25 REFERENCE†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. . 26 Appendix A Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 28 Appendix B Questionnaire †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Customer engagement in a Facebook commercial brand c ommunity CHAPTER 1 INTRODUCTION 1. 1 Background of the topic The reason to select the studying community engagement behaviors in a Facebook brand community of customers is because nowadays Facebook is a very famous social-networking website that has impacts on daily life and it socially influences the people’s choices. The world is moving toward the cyber world is which internet connections are easily access and reachable for every households and businesses.This study will show how the customer community engagement behavior affects perceived benefits of the Facebook commercial brand, and user of its services and applications. We will focus on both male and female respondents who are Facebook users and fans of at last one brand on Facebook, because these people can respond to our questionnaire effectively as they already experience social-networking. The company is looking for ways to brand loyalty among customers as the brand community offers both companies and customers new ways to engage with each other.Whilst companies aim at engaging with influencing members’ perceptions, loyal customers about the brand, sharing information, and learning from and about customers (Algesheimer et al. , 2005), customers perceive value through the variety of practices that they execute offline and online (Schau et al. , 2009). Although originally, an online brand community referred to a community on the www, recently social media network has been added to companies’ marketing and brand building activities (Kaplan and Haenlein, 2010).Attracted by the great number of users of Facebook so, the creative marketing activity in Facebook brand community will draw people to participate and make the brand succeed. This study will help the firm understand more about customer engagement in the Facebook brand community. 1. 1. 2 Social Network, Facebook Over the last years, the ways people search, share information and communicate with each other has changed dramaticall y (Hennig-Thurau et al. , 2010). Social media networks such as Facebook, Twitter, or YouTube are playing a major role and are more important in business communication.The changes force the company and brand to focus on online services in order to create relationships to customers. Facebook allows companies several services to contact and communicate with their customers. Fan pages are a very interesting tool for companies to use. Usual characteristics of fans are self-identification as a fan, cultural competence, emotional engagement, co-production and auxiliary consumption (Kozinets et al. , 2010). The Internet brought the possibility to overcome geographical restrictions and also help the company build fan communities world-wide.In practice, Facebook users can be fans of a fan page by pressing the â€Å"like-button,† then it identifies that they like this brand and will present their profiles on social network. The content and information of fan page is automatically posted to the customer is Facebook news feed, and the customer can post comments on the fan page, interact with the brand, forward offers from the page as well as the interact with other community members (Jahn and Kunz. ,2012). 1. 2 Statement of problem As a social network, Facebook has affected the social life and activity of people in several ways.With its availability on many mobile devices, Facebook allows users to continuously stay in touch with friends, relatives and other connections wherever they are in the world, as long as there is access to the Internet. It can also tie people with same interests or beliefs through groups and other pages. This study will help the company to understand more how community engagement behavior in Facebook is important to the company for implementing the technique to create company brand perception and gain market share via Facebook.In addition, engaging with the brand community in different behaviors, receive different relationship benefits, for e xample entertainment, may make customers more satisfied. This assumption is based on the reasoning that customers. This study will investigate how a customer engagement behavior affects consumers perceived benefits, and assume a positive relationship between the constructs. (Gummerus et al. , 2012) 1. 3 Research objectives The research objective is to study the affects of community engagement behaviour of Facebook commercial brand on perceived benefits.The company can know more insight of customer behaviour especially the company who focuses on social network marketing activities. This study will help the company create marketing and content to their page on Facebook effectively to increase perceived benefit of the brand. * To study community engagement behaviour has a positive relationship on social benefit * To study community engagement behaviour has s positive relationship on entertainment benefit * To study community engagement behaviour has a positive relationship on economic benefit 1. Scope of research The research studied the affects of community engagement behaviour on three factors of perceived benefits. The three independent variables of perceived benefits factors are social benefit, entertainment benefit and economic benefit. The respondents of this research are male and female Facebook user in Bangkok. This research result would be advantage to the marketing department of the company who has community page of their brand on Facebook they can apply more attractive activities for their members.This study will help them to monitor their Facebook fan page effectively after they understand the fact that the brand community will help a firm draws individual customers and to create relationships with those customers, and also establishing long-term relationships. 1. 5 Limitations of research There are some limitations to this study of customer community engagement behaviours of commercial brands on Facebook. The study is limited to the engagement behavi our in a Facebook commercial brand community, while customers also engage with the brand in other ways.The limitations that need to be considered are first, self-selection of respondents affects the results which may come from inactive community users. Second, the behavioural measures were reported by the respondents themselves, and do not know that the answers are from actual behaviour or not. Finally, because the findings are based on commercial brand on Facebook page and the respondent have to be both Facebook user and commercial brand community page so this will represent only some portion of target customer of the company not the whole market 1. Significant of the study The findings in this study have several implications for social media strategies, and help the company to understand why customers participate in the Facebook brand community which is important to increasing more numbers of Facebook users to become brand community members and towards develop marketing on Faceboo k, which is lower cost than other commercial media. Firms may want to encourage and reward consumers to become more active on the site to receive maximal perceived benefits from the community (Gummerus et al. 2012). 1. 7 Definitions of Terms Fan pages the important tool on Facebook for brand communication. The company can use to integrate and interact with the customers effectively (Dholakia et al. , 2004). Community engagement behaviour is the customer behaviour that is more value than purchasing the product or service, and can be defined as a customer’s behavioural manifestations that have a focus as motivational drivers rather than purchasing by the brand or firm (van Doorn et al. , 2010).Social benefits results from interaction among the company and consumer and mention to recognition and also friendship (Gweinner et al. , 1998). Entertainment benefits is the relaxation and fun which customer perceive and could encourage community participation (Dholakia et al. , 2004). E conomic benefits refer to people joining brand communities in order to get discounts and time savings, or to take part in marketing activity campaign and competitions (Gwinner et al. , 1998). CHAPTER 2 LITERATURE REVIEW 2. Theoretical Literature Customer engagement in brand communities Customer engagement in brand communities causes the customer’s interactive experiences direct to the brand, is context-dependent, and develops consumers’ experience of brand value (Brodie et al. , 2011). Customer engagement is sometimes used to represent the highest form of loyalty (Bowden, 2009; Roberts and Alpert, 2010), but as behavioural indicator it comprises all kinds of behaviours, not only those that are characteristic of high degrees of loyalty (Libai, 2011; Narayandas, 1998).The customer engagement consists of five dimensions. First, customer engagement can be defined in a different ways depending on customer time, interest or preference this called customer’s resources. Second, it can generate in different of outcomes for the customer such as improvement in the service. Third, it can be different in scope and be momentary, for example on going behaviour or issuing a complaint. Fourth, it has various impact on the company both negative and positive impact. Fifth, customer can engage in the behaviours for specific purposes (van Doorn et al. , 2010).Consumers engage in a number of behaviours that tie their relationship with the brand. For example frequency of visit, buying behaviours, and intended behaviour which go beyond the traditional measure of the loyalty of the customer (Gummerus et al. , 2012). Perceived benefits of customer engagement in brand communities Before the existence of Web 2. 0, the customers did not consider social benefits important in an online context. They sought to experience trust benefit and special treatment benefit such as saving time and receiving special service rather than experience social benefit (Yen and Gwinner, 20 03).The previous research studied on practical benefits which included informational and instrumental benefits (Dholakia et al. , 2004) which are often achievable through a Facebook fan page set up by the company. This study is focused on social, entertainment and economic benefits which we called perceived benefits. The reasons that people use social networking site are social connections such as keeping in touch with their friends and exchanging information such as events or gossip, (Raacke and Bonds-Raacke, 2008). In similar interest, Foster et al. 2010) found the important motivation of people to participate the social network is the perceived information value from the community and the connection to their friends. The experiential value that derives the satisfaction of the customer of using online services is entertainment (Mathwick et al. , 2001; Nambisan and Baron, 2009; Nonnecke et al. , 2006). Entertainment benefit can be expected as an important more than e-commerce in a brand community context. The Facebook fan pages spend their time with the community page such as game applications (Gummerus at al. 2012). Many previous researches also show that entertainment plays an important role as shared and consumed content on social networking sites (Sheldon, 2008; LaRose et al. , 2001). Economic benefits (Gwinner et al. , 1998) mention to people connecting brand communities because they want to get discounts and time savings, or to be a part in awards and competitions. 2. 2 Related Literature Review Brand Community The companies aim to engage with the loyal customers, influencing the member to have good perception toward the brand, distributing information and earning form and about customers (Algesheimer et al. , 2005), customer perceive value from the variety of practice that they perform online and offline (Schau et al. , 2009). An online brand community referred to a community on the World Wide Web, recently social media has been added to companies†™ marketing and brand building activities (Kaplan and Haenlein, 2010). In this study, brand community is defined as a group of people who possess a particular brand or who have a strong interest in a brand, and who are active both online and offline (Muniz and O’Guinn, 2001; Jeppesen and Frederiksen, 2006).Research on brand communities found several different dimensions, including geographic concentration, social context, size, and temporality (Dholakia et al. , 2004; McAlexander et al. , 2002). Regarding the size, Dholakia et al. , (2004) found the differences between small group-based communities and big communities in terms of motivation to join the communities. Another dimension is their temporality in communities, some are unchanging and others are short-term.The temporal stability of community members can be benefit to marketers as well as longevity associates with a long-term, stable market. Finally, geographically concentrated or scattered are considered as a dimens ion of communities (Hur at el. , 2011) The keys of brand community participation are hedonic and functional. Functional goals mention to information sharing among community members, while hedonic goals lead customer to have a positive experience over the interactions among the member (Holland and Baker, 2001).Regardless of which aim is established before a participation, the effect of brand community on private lives has been growing, for example over actual product consumption and purchasing, or the formation of opinions toward products or brands (Hagel and Armstrong, 1997), since they have been changing the role performed by existing reference groups (Constant et al. , 1996). The firms have begun to use brand communities for the strategic purpose of getting closer to a specific target market segment.Members of a brand community define the outline and particular community activities by the inter-relationships between members who like the same brand, and as they share information ab out the brand (Muniz and Schau, 2005), they set up brand-centered sub-culture (Schouten and McAlexander, 1995), which could be applied for companies’ brand-building strategies. Then, the interaction between brand communities and companies is helpful for the firms to analyse customers’ characteristics and needs more accurately, so that firms can achieve long-term customer relationships at a lower cost. . 3 Summary table of findings of previous researches. There are many researchers who studied about the customer engagement, brand community, social networking, social benefit, entertainment benefit and economic benefit. The researcher name, objective and result are as follow: Table 2. 1 Previous empirical studies CHAPTER 3 RESEARCH CONCEPTUAL FRAMEWORK 3. 1 Theoretical Framework From previous research two engagement behavioural factors were found, one being community behaviour and one being transactional behaviours as independent variables (Gummerus et al. , 2012).The var iable measuring how often customers visit the page and react to the brand on Facebook. Therefore, the three constructs were social benefits, economic and entertainment benefits as mediator. The dependent variables were relationship outcome, one is satisfaction and one is loyalty. Figure 3. 1 Model of study on relationship benefits mediate the effect on customer engagement on relationship outcomes Source: Johanna Gummerus, Veronica Liljander, Emil Weman, Minna Pihlstrom, (2012),†Customer engagement in a Facebook brand community†, Management Research Review 35 (9), 857 – 877 . 2 Conceptual Framework The theoretical framework of relationship benefits mediate the effect on customer engagement on relationship outcomes (Gummerus et al. , 2012). The researcher adjusted the conceptual framework to study the relationship on customer engagement behaviour and perceived benefits as follows Figure 3. 2 Conceptual Framework There are three independent variables which are social benefit, entertainment benefit and economic benefit. The dependent variable of this conceptual framework is community engagement behaviour. . 3 Research hypothesis The hypotheses studies the relationship between customer engagement behaviour which is community engagement behaviour about the brand community on Facebook and perceived benefit which are social benefit, economic benefit and entertainment benefit and demonstrate that there is positive relationship of customer community engagement behaviour on perceived benefit for Facebook users in Thailand. Customer engagement in brand communitiesFrom previous studies, the researcher examined the customer behavioural engagement in a brand community relationship on perceived relationship benefits of Game Club in Facebook. For this study we will study a customer community engagement behaviour relationship on perceived relationship benefits of Facebook user in Thailand who are members of the commercial brand’s fan page. Perceived be nefits of customer engagement in brand communities From previous studies, the researcher examined the relationship benefits mediation of customer engagement on satisfaction and loyalty of Game Club in Facebook.For this study we will research the relationship of customer community engagement behaviour and perceived benefits which are social benefit, entertainment benefit and economic benefit of Facebook user in Thailand who is fan page of the commercial brand. Hence, the hypothesized model can be summarized as shown below: H1: Community engagement behaviour has a positive relationship on social benefits. H2: Community engagement behaviour has a positive relationship on entertainment benefits. H3: Community engagement behaviour has positive relationship on economic enefits. 3. 4 Operationalization of the variables CHAPTER 4 DATA ANALYSIS AND RESULT 4. 1 Method of Research The Facebook user who is a member of the fan page of the brand on Facebook is defined as a target group to distrib ute the questionnaire in order to test the hypothesis. The questionnaires are available into two methods; one is online questionnaire and second is questionnaire paper. The respondent who answered the questionnaire of this study is all Thai Facebook users and also being a fan page of commercial brand on Facebook.The questionnaire combined 4 constructs which are customer community engagement behaviour construct, social benefit construct, entertainment benefit construct and economic benefit construct and consists of 23 questions which this research applied the question from the previous study base on this research objectives. 4. 2 Source of Data This research was applied from the previous study of customer engagement on Facebook. The information was collected from 208 respondents who are Facebook users and members of a commercial brand fan page and were tested to prove the hypotheses.The researcher collected data by distributed 58 questionnaires in Siam Square, Assumption University a nd Thai Summit Tower building in Bangkok, and posted a questionnaire online for Thai Facebook users and there is 150 respondents from online questionnaire. The date duration to collect the data is 24th February 2013 to 12th March 2013. 4. 3 Research instrument The instruments for gathering the data for the research are online questionnaire and paper questionnaire.To test the hypothesis the question paper consists of varies specific questions to measure the relationship of community engagement behaviours on three perceived benefit, social benefit, economic benefit and entertainment benefit. The questionnaires consist of four constructs. The Community engagement behaviours the perceived benefit statement was measured on a Five-point Likert scale with the anchors â€Å"Strongly agree† – â€Å"Strongly disagree†. Table 4. 1 Measurement Scale 4. 4 Data Analysis In this research, there are three types of data analysis.First, this study uses descriptive analysis to ana lyse the frequency and percentage of the data in screening question and demographic information. Second, this research use reliability analysis to test the reliability of each question for dependent and independent variables. Finally, this research use inferential analysis to analyse the correlation between variables by using Pearson correlation (Bivariate). Descriptive Analysis After screening question of the questionnaire from 208 respondents there are 200 respondents who are Facebook users and be a member of brand fan page and 8 respondents who are not Facebook user.The following table shows the frequency and percentage of demographic by using descriptive analysis. Table 4. 2 Screening question Facebook user From table 4. 2 of 208 respondents, we found 200 respondents are Facebook users 96. 2% (200) and 3. 8% (8) are not Facebook user. Brand fan page on Facebook From table 4. 2, after the first screening question we got 200 respondents who are members of a brand fan page on Faceb ook. Frequency of visit fan page From the table 4. 2, the highest percentage of visits to brand fan page on Facebook of the respondents is 1-3 times per week and the lowest percentage is once a month or seldom.There are 37. 5% (75) of respondents who visit 1-3 times per week, 29. 5% (59) of visit daily, 20% (40) of 4-6 times per week, 7% (14) of 2-3 times per month and 6% (12) of once a month or seldom. Table 4. 3 Demographic information Factor of Gender From the table 4. 2, the highest percentage of respondents was female. There are 56. 5% (113) of female respondents and 43. 5% (87) of male respondents. Factor of Age From the table 4. 2, the highest percentage of respondents was age 25-29 years old and the lowest percentage is age below 20 years old.There are 69% (138) of age 25 to 29 years old, 16% (32) of age 21 to 24 years old, 12. 5% (25) of age 30 and above and 2. 5% (5) of age below 20 years old. Factor of education level From the table 4. 2, the highest percentage of respond ents was college/university level and the lowest percentage is high school level. There are 66. 5% (133) of college/university level, 31. 5% (63) of advance degree level and 2% (4) of high school level. Table 4. 4 The Analysis of Descriptive statistics of constructs by using Average Mean and Standard Deviation Reliability AnalysisThe purpose of testing the reliability is to measure the question of each variable by using Cronbach’s Coefficient Alpha test. The results of each variable are as follows: Table 4. 5 The reliability Analysis of Research Instrument From table 4. 5, the results show that the reliability of all variables is greater than . 6 so all questions are reliable to use for this study. Inferential Analysis There are 3 independent variables which are social benefit, entertainment benefit and social benefit to analyse the relationship with community engagement behaviour by using Coefficient Pearson Correlation (Bivariate).Each independent variable has a positive re lationship to community engagement behaviour and significant value is less than 0. 01 which means all hypotheses are fail to reject (supported). Hypothesis 1: Community engagement behaviour has a positive relationship on social benefits. Table 4. 6 The Analysis of relationship between Community engagement behaviour and Social benefit As the result in table 4. 6, the sig. is equal to . 000 which is less than . 01 (. 000