Parsia, Negin <br/><br/>
IMPACT OF SOCIAL MEDIA ON BRANDING AND BRAND REPUTATION / 
NEGIN PARSIA; SUPERVISOR: DR. HOMAYOUN PASHA SAFAVI 
 - viii, 78 sheets;  31 cm.  Includes CD 
<br/><br/>Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department 
<br/><br/>Includes bibliography (sheets 35-45) 
<br/><br/> ABSTRACT<br/>This thesis attempts to examine how social media may be used for branding goals, <br/>what should be considered when using social media for branding purposes, and the <br/>impact of social media on brand image in comparison to traditional media. In the <br/>theoretical portion of the dissertation, branding, social media, and branding in social <br/>media concepts are introduced and explored. For the empirical section of the thesis, a <br/>qualitative consumer survey was given to worldwide consumers ranging in age from <br/>20 to 35 years old. In general, the significance of social media for branding and its <br/>effect on brand image are comparable to those of traditional media, as shown by the <br/>data. This conclusion was obtained as a result of comparing the two media kinds.<br/>Nonetheless, this may vary significantly based on the specific demography of clients <br/>being targeted. The results reveal that consumers' perceptions of the impact of social <br/>media on brand image are highly connected with their demographics and the amount <br/>of time they spend on social media.<br/>Keywords: Branding, Brand Reputation, Social Media 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Branding (Marketing) --Dissertations, Academic<br/>Social media--Dissertations, Academic