Does socail media networking (e-wom) influence a brands significance toits audience ? / Kimberly Sunshine RASTO / 2020

Titre : Does socail media networking (e-wom) influence a brands significance toits audience ? Type de document : Mémoire Auteurs : Kimberly Sunshine RASTO, Auteur Année de publication : 2020 Importance : 140 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management RESEAU ; INTERNET ; ELECTRONIQUE Résumé : The main aim of the research question for this thesis, seeks to study and identify the influence of whether the interaction of customers via social media platforms, has an influence on a brands significance to audience. It also seeks to further investigate the potential opportunities it avails to small scale companies that are interested to expand their existing marketing strategies to the domain of social media. To conduct this research, methodological propositions such as secondary sources of data collection were used concerning review of the literature that segmented the research questions into several parts to holistically understand the research gap to be filled. As for the primary data collection, a mixed approach of qualitative and quantitative research methods was employed for the analysis of data collected. Interviews & surveys was administered to companies and customers, respectively.The results are found to be inclined in favour of the research question, achieving a positive response from customers & companies, stating social media to have an impact on a brand’s significance to its customers. There is a future scope for research, as identified in the analysis of the study. The usage of different research methods to employ, while also increasing the sample size of the population to study the same phenomenon together; shall contribute to yield more reliable data for future researchers. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=534284