An investigation of the use of social media news releases to create dialogue around brands
- Authors: Barnard, Marieka Helen
- Date: 2010
- Subjects: Social marketing -- South Africa , Social media -- South Africa -- Marketing , Branding (Marketing) -- South Africa , Brand name products -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8389 , http://hdl.handle.net/10948/1264 , Social marketing -- South Africa , Social media -- South Africa -- Marketing , Branding (Marketing) -- South Africa , Brand name products -- South Africa
- Description: This study aimed to provide South African public relations professionals with insights into the use of the Social Media News Release (SMNR) as a PR 2.0 tool that has the potential to elicit consumer-driven dialogue in social media channels about information, a brand, product or service advocated by the particular social media news release. Drawing on literature from fields such as public relations, new media studies, marketing, and consumer studies, an analysis of two South African SMNR case studies was conducted including the Samsung Omnia i900 SMNR and the Standard Bank Pro20 2008 and 2009 SMNRs. An in-depth content analysis applying limited designations analysis and detailed assertions analysis techniques was performed on selected content from the dedicated social media platforms linked to in the SMNRs to determine the origins, tone and thematic nature of communications on the platforms. A total of 2071 messages was analysed by means of content analysis across six social media platforms in the two case studies. In order to triangulate and support data, an online survey was conducted with 43 social media users as respondents in order to determine social media users’ interactions with the social media platforms and SMNRs. The study found that the social media platforms linked to the SMNRs in the two case studies largely successfully elicited and hosted social media user-generated conversations about the themes advocated by the SMNR. The Blog, Facebook and YouTube platforms proved to be most successful in generating social media conversation, while the Flickr, Twitter and Delicious platforms were less effective among South African consumers. It was found that social media news releases are likely to elicit consumer-driven dialogue on the dedicated social media platforms linked to by the SMNRs if the platforms are managed correctly. Factors that were identified as important management considerations include ensuring the relevancy and timeliness of content on the social media platforms, the involvement by the platform creator in stimulating and encouraging participation from social media users where necessary, as well as the swift response to user comments, deleting of spam comments and pro-active management of negative perceptions that may arise from user comments on the platforms.
- Full Text:
- Date Issued: 2010
- Authors: Barnard, Marieka Helen
- Date: 2010
- Subjects: Social marketing -- South Africa , Social media -- South Africa -- Marketing , Branding (Marketing) -- South Africa , Brand name products -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8389 , http://hdl.handle.net/10948/1264 , Social marketing -- South Africa , Social media -- South Africa -- Marketing , Branding (Marketing) -- South Africa , Brand name products -- South Africa
- Description: This study aimed to provide South African public relations professionals with insights into the use of the Social Media News Release (SMNR) as a PR 2.0 tool that has the potential to elicit consumer-driven dialogue in social media channels about information, a brand, product or service advocated by the particular social media news release. Drawing on literature from fields such as public relations, new media studies, marketing, and consumer studies, an analysis of two South African SMNR case studies was conducted including the Samsung Omnia i900 SMNR and the Standard Bank Pro20 2008 and 2009 SMNRs. An in-depth content analysis applying limited designations analysis and detailed assertions analysis techniques was performed on selected content from the dedicated social media platforms linked to in the SMNRs to determine the origins, tone and thematic nature of communications on the platforms. A total of 2071 messages was analysed by means of content analysis across six social media platforms in the two case studies. In order to triangulate and support data, an online survey was conducted with 43 social media users as respondents in order to determine social media users’ interactions with the social media platforms and SMNRs. The study found that the social media platforms linked to the SMNRs in the two case studies largely successfully elicited and hosted social media user-generated conversations about the themes advocated by the SMNR. The Blog, Facebook and YouTube platforms proved to be most successful in generating social media conversation, while the Flickr, Twitter and Delicious platforms were less effective among South African consumers. It was found that social media news releases are likely to elicit consumer-driven dialogue on the dedicated social media platforms linked to by the SMNRs if the platforms are managed correctly. Factors that were identified as important management considerations include ensuring the relevancy and timeliness of content on the social media platforms, the involvement by the platform creator in stimulating and encouraging participation from social media users where necessary, as well as the swift response to user comments, deleting of spam comments and pro-active management of negative perceptions that may arise from user comments on the platforms.
- Full Text:
- Date Issued: 2010
A study of the role of heritage in brand affinity of south African millennials for iconic South African beer brands
- Authors: Kingwill, Kelly
- Date: 2019
- Subjects: Advertising -- Alcoholic beverages , Advertising -- Brewing industry , Consumers' preferences -- South Africa , Brand name products -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/40610 , vital:36198
- Description: Hollis (2007) states that iconic brands address acute contradictions in society by tapping into a collective desire and that they develop a status that transcends functional benefits. According to Holt (2004) iconic brands hold strong appeal because of their reputation, as told by their brand story, their identity-value or resonance with the consumer and their culture or intense relationship that takes the consumer from merely consuming the brand to sharing the branded lifestyle with like-minded consumers. The reason iconic brands have managed to create seamless integration in consumers’ lives is because they have managed to build a foundation of brand resonance (Carruthers, 2012). Iconic brands in the 21st century have achieved brand saliency, which represents the depth and breadth of brand awareness that goes beyond basic recognition and recall. They have developed not only brand loyalty, but brand affinity in the minds of consumers. Recent years have demonstrated a shift in consumer behaviour. Brand loyalty is on the decrease (Scheuer, 2015), as there are increasing considerations for consumers to make in their purchase decision process. Not only are there more factors to consider, but the number of brands competing has grown exponentially. According to Raynor (2007), iconic brands are forced to remain flexible in this turbulent, consumer empowered environment. The myth of adaptability has seen brands fail as they have been unable to match the pace of these environmental changes. This has bought about the need for iconic brands to become more flexible, allowing them to anticipate future scenarios, formulate optimal strategies and operate effectively by knowing when and where to meet their consumer’s functional and emotional needs (Raynor, 2007).
- Full Text:
- Date Issued: 2019
- Authors: Kingwill, Kelly
- Date: 2019
- Subjects: Advertising -- Alcoholic beverages , Advertising -- Brewing industry , Consumers' preferences -- South Africa , Brand name products -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/40610 , vital:36198
- Description: Hollis (2007) states that iconic brands address acute contradictions in society by tapping into a collective desire and that they develop a status that transcends functional benefits. According to Holt (2004) iconic brands hold strong appeal because of their reputation, as told by their brand story, their identity-value or resonance with the consumer and their culture or intense relationship that takes the consumer from merely consuming the brand to sharing the branded lifestyle with like-minded consumers. The reason iconic brands have managed to create seamless integration in consumers’ lives is because they have managed to build a foundation of brand resonance (Carruthers, 2012). Iconic brands in the 21st century have achieved brand saliency, which represents the depth and breadth of brand awareness that goes beyond basic recognition and recall. They have developed not only brand loyalty, but brand affinity in the minds of consumers. Recent years have demonstrated a shift in consumer behaviour. Brand loyalty is on the decrease (Scheuer, 2015), as there are increasing considerations for consumers to make in their purchase decision process. Not only are there more factors to consider, but the number of brands competing has grown exponentially. According to Raynor (2007), iconic brands are forced to remain flexible in this turbulent, consumer empowered environment. The myth of adaptability has seen brands fail as they have been unable to match the pace of these environmental changes. This has bought about the need for iconic brands to become more flexible, allowing them to anticipate future scenarios, formulate optimal strategies and operate effectively by knowing when and where to meet their consumer’s functional and emotional needs (Raynor, 2007).
- Full Text:
- Date Issued: 2019
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