Repository logo

Browsing by Issue Date, starting with "2024-11-12"

Filter results by year or month
Now showing 1 - 1 of 1
  • The impact of social networks on brand awareness
    Publication . Gaspar, Morgane Carla; Salazar, Ana
    This thesis focuses on the influence of social networks on brand awareness. Through a detailed analysis of interactions between social network users and brands, the study aims to explain how these platforms shape consumer perception and enhance brand visibility. Key objectives include assessing usage patterns of the most common social networks, understanding which communication channels consumers prefer, and measuring usage rates across various platforms. Additionally, the study investigates where consumers primarily encounter or seek advertising and information. By examining the relative importance of social networks compared to other means of communication, the research explores usage variations according to sociodemographic factors, with particular attention to brand image analysis. The methodology employs a mixed-methods approach, combining quantitative and qualitative methods and follows a descriptive design, through an online questionnaire that collected data using a nonprobabilistic convenience sampling technique. The main conclusions point out to the significant role of social networks in transforming consumer-brand interactions and the necessity for brands to engage authentically with their audiences. The findings highlight that high-quality visual content and influencer partnerships are essential for enhancing brand visibility, while transparency in communication fosters trust and loyalty among consumers. Overall, this research emphasizes the need for brands to adopt comprehensive strategies that align with the evolving digital landscape to effectively build and maintain brand awareness. The findings aim to provide valuable insights for marketing professionals and brand strategists, contributing to both practical applications and the academic understanding of the complex relationship between social networks and brand awareness.
    2024-11-12Master thesis Restricted access Show more