Case Study about how Companies Communicate their Brands on Social Media

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Case Study about how Companies Communicate their Brands on Social Media ( case-study-about-how-companies-communicate-their-brands-soci )

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1. INTRODUCTION ...........................................................................................................................1 1.1 BACKGROUND ............................................................................................................................................. 1 1.2 PROBLEM DISCUSSION ............................................................................................................................... 2 1.3 PURPOSE ...................................................................................................................................................... 3 1.3.1 Research questions............................................................................................................................3 1.4 DEMARCATIONS.......................................................................................................................................... 4 1.5 OVERVIEW OF ENTIRE THESIS.................................................................................................................. 4 2. LITERATURE REVIEW ................................................................................................................5 2.1 MARKETING................................................................................................................................................. 5 2.1.1 Direct marketing................................................................................................................................5 2.1.2 Word of mouth (WOM)....................................................................................................................6 2.1.3 Electronic Word-of-mouth (e-WOM).........................................................................................6 2.1.4 Inbound marketing ...........................................................................................................................7 2.2 BRANDING ................................................................................................................................................... 8 2.2.1 Brand Equity ........................................................................................................................................8 2.3 SOCIAL MEDIA ..........................................................................................................................................10 2.3.1 Strategies and recommendations for social media.......................................................... 11 2.3.2 Instagram...........................................................................................................................................12 2.3.3 Instagram strategies ..................................................................................................................... 13 2.4 FRAME OF REFERENCE............................................................................................................................16 2.5 MARKETING MODEL ................................................................................................................................17 2.5.1 Trends .................................................................................................................................................. 17 2.5.2 Profile ................................................................................................................................................... 17 2.5.3 Tegelbruketdesign’s account ..................................................................................................... 17 2.5.4 Other accounts ................................................................................................................................. 17 2.5.5 Pictures................................................................................................................................................18 2.5.6 Instagram activities.......................................................................................................................19 3. METHODOLOGY ........................................................................................................................ 22 3.1 RESEARCH PURPOSE ................................................................................................................................22 3.2 RESEARCH APPROACH .............................................................................................................................22 3.3 RESEARCH STRATEGY..............................................................................................................................23 3.4 DATA COLLECTION ...................................................................................................................................24 3.5 SAMPLE SELECTION .................................................................................................................................25 3.6 DATA ANALYSIS ........................................................................................................................................25 3.7 VALIDITY....................................................................................................................................................26 3.8 RELIABILITY ..............................................................................................................................................26 4. EMPIRICAL DATA ..................................................................................................................... 27 4.1 PRESENTATION OF INTERVIEW QUESTIONS ........................................................................................27 4.2 RQ1: SPREADING OF THE BRAND .........................................................................................................28 4.2.1 Interview with interior Instagrammers................................................................................28 4.2.2 Interview with Sarah Larsson Bernhardt ............................................................................ 32 4.2.3 Statistics from Tegelbruketdesign........................................................................................... 35 4.3 RQ2: TRAFFIC TO THE WEBSHOP .........................................................................................................37 4.3.1 Statistics from Tegelbruketdesign........................................................................................... 37 5. DATA ANALYSIS ........................................................................................................................ 42 5.1 RQ1: SPREADING OF THE BRAND .........................................................................................................42 5.2 RQ2: TRAFFIC TO THE WEBSHOP .........................................................................................................45 6. FINDINGS AND CONCLUSIONS .............................................................................................. 46 iv

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