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82 — Elon Journal of Undergraduate Research in Communications, Vol. 6, No. 2 • Fall 2015 Figure 2. Customer-based brand equity model pyramid (Keller, 2009, p. 144) Other research studied the role of social media in branding. In “Social Media’s Role in Branding: A Study of Social Media Use and the Cultivation of Brand Affect, Trust, and Loyalty,” North (2011) used cultivation theory as a framework to check if social media impacted advertising outcomes. The research found that a correlation is present between social media use and brand trust and loyalty, linking social media and branding. This study sheds light on the importance and necessity for more research on brands’ presence on Instagram. Visual Branding When studying Instagram, it is important to consider the visual aspect of the social media app. In a thesis titled “Get Schooled: A Visual Social Semiotic Analysis of Target’s Branding using Instagram,” Bevins (2014) used the theory of visual social semiotics to examine Target’s Instagram to “optimize [the] understanding of visual information” (p. 12). Although the Target study focused on one specific back-to-school campaign, its research framework can be applied to the case study of Dunkin’ Donuts Instagram account. One theoretical perspective that this paper’s author adopted was Aaker’s Building Strong Brands Model for the Brand Identity System, which emphasized four different aspects of brands, as shown in Figure 3. Figure 3. Aaker’s Building Strong Brands Model (Bevins, 2014, p. 19)PDF Image | Instagram and Branding: A Case Study of Dunkin Donuts
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