Evaluation of Consumer BrandIdentification and Attachment among Brand Community:An Investigation into DoveThrough Social Media Channelsand Brand Evaluations ofFemale Millennials in the UnitedKingdom
Başlık çevirisi mevcut değil.
- Tez No: 717479
- Danışmanlar: Belirtilmemiş.
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2019
- Dil: İngilizce
- Üniversite: Oxford Brookes University
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 97
Özet
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Özet (Çeviri)
Adaptation of social media have allowed brands to communicate their offerings, more importantly interact with their target audience by expressing themselves and promoting their company identities. Social media marketing has been centred on researchers of academics and investigation of the companies in order to utilise this interactive medium to increase marketing performance by adapting and implementing crucial strategies. Consumer psychology literature contributed to marketing area by providing marketing practitioners and researchers with the application of such consumer psychology theories into integrated marketing communication strategies. The aim of this research is to evaluate characteristics and effectiveness of social media marketing communication activities of Dove's regarding content quality and efficiency to create and maintain brand engagement. Hence, related consumer brand identification and consumer brand emotional attachment literatures had been reviewed. Social media communication channels of Dove had been examined. Primary data was collected via an online questionnaire. Findings demonstrated that how strategically brand is utilising the constructs drawn from the literature to create consumer engagement throughout its social media channels. The research concludes that to what extent Dove was evaluated as being successful at using consumer psychology into the brand's content creation and its dissemination practices. Furthermore, this research paper contributes to the existing literature and managerial area with the analysis of utilisation of brand's brand community and its reflection in social media channels.
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