Name: The Influence of Social Media Platforms on the Consumer-Brand Engagement of Polarising Brands (en Inglés)
Price: 309798.00 COP
Availability: InStock
Author: Werner, Eileen
ISBN: 9783346675996

Formato

Libro Físico

Autor

Eileen Werner

Editorial

Grin Verlag

Idioma

Inglés

N° páginas

114

Encuadernación

Tapa Blanda

Dimensiones

21.0 x 14.8 x 0.7 cm

Peso

0.16 kg.

ISBN13

9783346675996

Categorías

Estudios de comunicación
Marketing

The Influence of Social Media Platforms on the Consumer-Brand Engagement of Polarising Brands (en Inglés)

Eileen Werner (Autor) · Grin Verlag · Tapa Blanda

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Reseña del libro "The Influence of Social Media Platforms on the Consumer-Brand Engagement of Polarising Brands (en Inglés)"

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.