The Influence of Social Media Platforms on the Consumer-Brand Engagement of Polarising Brands (PDF)
(Sprache: Englisch)
Master's Thesis from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, Technical University of Ilmenau, language: English, abstract: This master thesis focuses on the influence of the social...
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Master's Thesis from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, Technical University of Ilmenau, language: English, abstract: This master thesis focuses on the influence of the social media platforms Instagram and Facebook on the consumer-brand engagement of polarising brands. Social media platforms are not only for private use but are important communication and advertising tool for brands to build strong customer relationships. To stand out from the crowd of competitors and attract the attention of potential consumers, brands are increasingly using humorous polarisation. Based on a quantitative content analysis of user comments (N = 1,500), the correlations between the social media platforms Instagram and Facebook and the consumer-brand engagement of the polarising brands true fruits, SIXT and BVG are examined. The Uses and Gratification Theory and the Communication Accommodation Theory serve as the theoretical basis.
Bibliographische Angaben
- Autor: Eileen Werner
- 2022, 1. Auflage, 108 Seiten, Englisch
- Verlag: GRIN Verlag
- ISBN-10: 334667598X
- ISBN-13: 9783346675989
- Erscheinungsdatum: 08.07.2022
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
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- Größe: 2.56 MB
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Englisch
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