We tested our framework by running an experiment on the facebook fan page of the students of the Hamburg
School of Business Administration (HSBA). Like this, the HSBA represents the brand, whereas the HSBA Bachelor students represent the customers. The experiment, which aims to
observe the students’ online customer engagement was conducted on a Facebook fan page calle
d “HSBA Studierende” which is run by HSBA student representatives.
The total investigation includes a first survey (23rd – 31th October 2012) sent to all 816 HSBA
Bachelor students, an experiment on the particular fan page (1st – 15t
h November 2012) and a second survey (20th – 30th November 2012). The second survey has merely
been sent to students who have already responded to the first one so that a “before and after” comparison was possible