Social media’s role in branding : a study of social media use and the cultivation of brand affect, trust, and loyalty
Abstract
Social media is a newer emerging media outlet that could serve as a good communication tool for companies, marketers, and advertisers alike; yet, studies into the effects that social media may have on people’s perceptions is more limited. The goal of this research study is to investigate whether or not social media has the ability to influence people’s perceptions of brands. It applies cultivation theory to social media and specifically looks at whether or not social media can cultivate brand affect, trust, and loyalty. As a result, this study will allow for potential understanding of how to use social media effectively to communicate messages and where additional research can be done to better understand this newer media outlet.
Collections
Related items
Showing items related by title, author, creator and subject.
-
A Tale of Two Brands: The Joint Effect of Manufacturer Brand and Retailer Brand on Consumers? Evaluation of Products
Zhu, Ying (2012-10-19)Consumers? purchase decisions typically involve two brands: the manufacturer brand (the ?what brand to buy? decision) and the retailer brand (the ?where to buy? decision). While extant research suggests that consumers? ... -
Branding church: The role of corporate branding imagery in mainline denominations
Shirley, Trey (2012-05)This dissertation considers the role of branding imagery in framing contemporary Mainline Protestant religious practice and definitions of identity. Throughout, it analyzes the implications of what happens when a religious ... -
Transmedia brand licensing prior to conglomeration: George Trendle and the Lone Ranger and Green Hornet brands, 1933-1966
Santo, Avi Dan (2006)In this dissertation, I argue for the need to examine the emergence of licensing and branding practices prior to media conglomeration. Through an in depth exploration of George Trendle’s licensing arrangements for the ...