IMPACT OF SOCIAL MEDIA ON BRANDING AND BRAND REPUTATION / NEGIN PARSIA; SUPERVISOR: DR. HOMAYOUN PASHA SAFAVI

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2023Tanım: viii, 78 sheets; 31 cm. Includes CDİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar): Tez notu: Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department Özet: ABSTRACT This thesis attempts to examine how social media may be used for branding goals, what should be considered when using social media for branding purposes, and the impact of social media on brand image in comparison to traditional media. In the theoretical portion of the dissertation, branding, social media, and branding in social media concepts are introduced and explored. For the empirical section of the thesis, a qualitative consumer survey was given to worldwide consumers ranging in age from 20 to 35 years old. In general, the significance of social media for branding and its effect on brand image are comparable to those of traditional media, as shown by the data. This conclusion was obtained as a result of comparing the two media kinds. Nonetheless, this may vary significantly based on the specific demography of clients being targeted. The results reveal that consumers' perceptions of the impact of social media on brand image are highly connected with their demographics and the amount of time they spend on social media. Keywords: Branding, Brand Reputation, Social Media
Materyal türü: Books
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Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 2857 P27 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department T3196
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel YL 2857 P27 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department CDT3196
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Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 35-45)

ABSTRACT
This thesis attempts to examine how social media may be used for branding goals,
what should be considered when using social media for branding purposes, and the
impact of social media on brand image in comparison to traditional media. In the
theoretical portion of the dissertation, branding, social media, and branding in social
media concepts are introduced and explored. For the empirical section of the thesis, a
qualitative consumer survey was given to worldwide consumers ranging in age from
20 to 35 years old. In general, the significance of social media for branding and its
effect on brand image are comparable to those of traditional media, as shown by the
data. This conclusion was obtained as a result of comparing the two media kinds.
Nonetheless, this may vary significantly based on the specific demography of clients
being targeted. The results reveal that consumers' perceptions of the impact of social
media on brand image are highly connected with their demographics and the amount
of time they spend on social media.
Keywords: Branding, Brand Reputation, Social Media

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