Abstract

This case is about ‘FPM/PhD scholars’, an internet-based Facebook group. It was created by Manish Gupta, himself a research scholar, with the objective of providing a common platform for mutual learning to management research scholars. While it initially received an overwhelming response in terms of number of members, it became passive within two years despite several steps taken by Gupta, the administrator. Gupta wanted to engage the members in a meaningful way, but the initiative was also taking up a lot of his time and he was left wondering whether he should shift the group to a dedicated website or simply transfer the administrator rights to someone else.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To understand the theory of internet engagement and its importance in the modern means of socialization.
• To identify the factors that affected the internet engagement levels of group members.
• To understand the issues and challenges involved in ensuring internet engagement.
• To explore the steps to be taken to enhance members’ engagement levels.

Keywords

Internet engagement, Brand development, Brand engagement, Brand management, Socialization, Customer engagement, Customer satisfaction, Social media, Social brands, Social presence, Social media’s moderating influence, Navigating privacy, Adoption, Frequency, Intimacy metrics