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The Impact of Social Media Campaigns on a Brands Image: A Perceptual Analysis Exploring the Attitudes of Consumers, With Focus on Smirnoff (2012)

The aim of this dissertation is to explore whether social media has an impact on consumer perceptions of a brands image, with a specific focus on Smirnoff. In order to explore this, a case study approach was taken focusing on Smirnoff. This dissertation explores the extensive literature on the topic of branding, and social media marketing tools and strategies, using models such as the Big Five as a foundation for understanding how consumers perceive the identity of brands. This model was used as a foundation to gain a wider perspective of participants’ attitudes towards Smirnoff’s brand image. There is no information in the literature of the effects social media has on a brands image, hence the aim of this dissertation was to fill that gap in knowledge. Focus groups were carried out on Smirnoff consumers to measure the impact of brand personality on their perceptions, and identify whether social media does have an impact. Interviews were conducted with a member of the Burberry communications team, for insights into their expertise in the subject. This provided the researcher with an idea of what it takes for social media strategies to impact on consumers.

Additionally, Splendid Communications, the PR Company outsourced for Smirnoff, was also interviewed to provide understanding on what social media campaigns have been the most effective. Interviews and focus groups were employed to gain a deeper understanding of the feelings and opinions of consumers. The focus groups allowed the researcher to witness participants’ reactions first hand, and see the impact Smirnoff’s social media campaign had on them. The main findings derived from this study were that television adverts proved more effective on consumers, and that the majority of people were unfamiliar with Smirnoff’s social media campaigns. Smirnoff must utilise Pinterest and Instagram as they provide richer content and would increase Smirnoff’s presence on social media channels.The aim of the study was to see whether social media campaigns affect the way the brand image is perceived by consumers. This aim was then achieved by the following four sets of objectives:

  • To measure the impact of brand personality on consumer perceptions
  • To determine what are the key concepts for a successful social media viral campaign
  • To identify how social media influences consumer perceptions
  • To determine the effectiveness of social media viral campaigns

  • 12,000 words – 40 pages in length
  • Good use of literature
  • Good analysis
  • Well written throughout
  • Ideal for marketing students

1 – Introduction
Study Overview
Aims and Objectives
Research Questions
Background Information
Statement of the Problem
Research Scope
Limitations of the Study
Summary

2 – Literature Review
Branding
Brand Identity
Brand Personality
Emotional Brand Attachment
Social Media
Social Media Marketing
Viral Marketing
Facebook, YouTube, Twitter
Facebook
YouTube
Twitter

3 – Methodology
Research Questions
Research Model
Research Philosophy
Relating Research Philosophy with Approach and Methods
Research Strategy
Research Objectives
Research Approach
Focus Groups
Identifying the Sample
Sample Sizes
Interviews
Tools for Data Organisation and Analytical Procedures

4 – Analysis and Findings
The Data Analytical Method: Thematic Analysis and Justification for Its Selection
Drawbacks of the Thematic Analysis
Evaluation of Findings
Summary

5 – Conclusion and Recommendations
Evaluation of the Findings
Linking the Empirical Data to the Research Aims and Objectives
Analysis of Objectives
Recommendations
Summary

References

Appendix

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