Social media’s role in branding : a study of social media use and the cultivation of brand affect, trust, and loyalty
North, Nea Shanea
MetadataShow full item record
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.
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? ...
Now it looks cool : the effects of brand customization on game players’ processing of brands embedded in advergames Netto, José Jorge Paes Peixoto (2010-12)This study examines brand customization in advergames and its effects on brand memory, game enjoyment, and attitudes gamers form toward the embedded brand. This study also tests for interactions between individuals’ locus ...
Examining the rise and role of college athletics as a business : brand management and brand power in Division I intercollegiate athletics Sims, Wade Ryan (2010-12)This paper seeks to examine how major college athletics have grown into a billion dollar industry, and the way businesses, advertisers and the schools themselves can effectively grow their brands. By understanding the ...