The Enhancement of Customer Engagement with Global Coffeehouses’ Brands through Social Media Marketing in the Context of Starbucks’ Practices in the United States of America and Russia

The rise of social media has introduced the radical changes in the way how the companies communicate with their customers and transfer the messages. It`s not surprising that social media immediately attract the attention of marketers who quickly recognize in it an appropriate channel to reach and engage the target audience in the most effective way. For companies with social media presence, customer engagement moves to the forefront as a key issue to achieve marketing goals. However, without understanding the triggers that stimulate the consumers to interact with the brand, it is impossible to reach a high level of engagement. To investigate this question an important component should be taken into consideration – content strategy of the brand in social media. Thus, the master thesis is designed to identify which content strategy and its components drive the enhancement of customer engagement with global coffeehouses` brands in social media platforms on the base of Starbucks case.