This Assessment Task relates to the following Learning Outcomes: 1. Identify, understand, and articulate a range of influences on consumer behavior within the service sector. 2. Critically analyze, discuss, evaluate and integrate the theoretical literature to create a coherent and theoretically rigorous argument. 3. Critically evaluate and reflect upon specific services marketing decisions and marketing strategies through the use of applied questions. Primary Learning Outcomes: ? Demonstrate the use of written skills to integrate key service marketing theoretic concepts and to create a coherent and theoretically rigorous argument ? Use secondary research on services marketing to provide a critically evaluative and informed theoretical analysis ? Use primary research skills to collect, compare, and critically analyze qualitative data on consumer motivations for use of specific social media platforms ? Develop insightful solutions to services marketing problems QUESTION: Imagine that you are a market researcher. You have been asked to develop measures of customer engagement within social media platforms. What is engagement and how would you measure it and why? Choose one social media platform. “For each write up, you must support your answer using at least one additional journal article that you have found yourself.”
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