Share
The Influence of Social Media Platforms on the Consumer-Brand Engagement of Polarising Brands (in English)
Eileen Werner
(Author)
·
Grin Verlag
· Paperback
The Influence of Social Media Platforms on the Consumer-Brand Engagement of Polarising Brands (in English) - Werner, Eileen
$ 55.98
$ 70.90
You save: $ 14.92
Choose the list to add your product or create one New List
✓ Product added successfully to the Wishlist.
Go to My WishlistsIt will be shipped from our warehouse between
Tuesday, May 21 and
Wednesday, May 22.
You will receive it anywhere in United States between 1 and 3 business days after shipment.
Synopsis "The Influence of Social Media Platforms on the Consumer-Brand Engagement of Polarising Brands (in English)"
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.
- 0% (0)
- 0% (0)
- 0% (0)
- 0% (0)
- 0% (0)
All books in our catalog are Original.
The book is written in English.
The binding of this edition is Paperback.
✓ Producto agregado correctamente al carro, Ir a Pagar.
