Towards optimizing the user experience of social media platforms

Other Title(s)

نحو تحسين تجربة المستخدم لمواقع التواصل الاجتماعي

Dissertant

Sawalihah, Razan Nidal Faiq

Thesis advisor

Muhanna, Muhanna Ahmad Hijab

Comitee Members

Jasir, Edward
Ali, Mustafa
Yusuf, Abd Allah

University

Princess Sumaya University for Technology

Faculty

King Abdullah II Faculty of Engineering

University Country

Jordan

Degree

Master

Degree Date

2017

English Abstract

The use of social media platforms for brand awareness is increasingly spreading.

Many companies have replaced regular media with social media to promote their products for its efficient use and cost reduction.

In fact, brand pages on social media have to be user friendly before applying any marketing strategy.

Each company has to try to avoid mistakes that have effects on branding or page performance.

Although many studies have investigated the user experience and usability issues of several types of platforms, optimizing the user experience of social media platforms is blurry and not well reviewed.

In this thesis, a proposed checklist to optimize the user experience of social media brand pages is presented.

The main objective of the checklist is to help in addressing user experience issues in brand pages of Facebook and avoiding severe usability issues from collapsing the branding and performance of such pages.

The proposed checklist builds upon Nielsen’s recommendations of user experience in social media.

In particular, it presents some measures of post engagements and maps the outcomes of Nielsen’s user experience checklist with an engagement checklist.

The proposed checklist was validated on two case studies of two brand pages, where severity levels extracted from one of the tested pages were verified by a test on the other page.

Results show a promising potential for using the proposed checklist and severity levels in optimizing the user experience of branding in social media platforms in general, and Facebook brand pages in particular.

Adopting the checklist should reduce the number of user experience issues currently found in brand pages as well as minimize the severity level of such issues.

Main Subjects

Information Technology and Computer Science

Topics

• Trademarks
• Social networking Web sites

No. of Pages

136

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-743829