Mind Map Gallery Thesis Executive MBA Cross Media
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Thesis Executive MBA Cross Media
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Edited at 2020-09-28 12:53:29
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- Outline
Thesis Executive MBA Cross Media
Research objective
Create insight in the relation betweeninteractivity of brands through social mediaand their brand value (trust?)
Background
• Goals of brand presence andinteractivity is to increase brand value(trust)
Scope
• Time: 2010
Social Media
Type of platforms: private social networks, prof. social networks, microblogging
Platforms: Facebook, Hyves, LinkedIn, Twitter
Do certain platforms carrymore 'trust' value than others?
A Small World
• Brands?
http://theconversationprism.com/1024/
Zappos via twitter
• Brand Value
Trust
Approach
Academic steps
Theoretical research > Build model with components of social media interactivity related to brand value (trust?)
What is Brand Trust? Brandtrust as indicator of brandvalue?
Theory Brand Trust
Brand Trust: The six drivers of trust
The Chain of Effects from Brand Trust andBrand Affect to Brand Performance: The Roleof Brand Loyalty
Citations
Development and validation of a
brand trust scale
Development and validation ofa brand trust scale
Clicks, Bricks & Brands
by Martin Lindstrom
"Consumer trust is responsiblefor branding success: trust =brand."
What does trusting Brand X mean?
Giep Franzen: RelationshipBuilding Blocks: Familiarity, Trustand Liking
Tom Chapman. (2008). Social networkmarketing, engagement marketing andbrands.
Theory Brand Trust Online
What is the model for brandtrust with offline media?
Factors influencing
consumer perceptions of
brand trust online
Growing the Trust Relationship
"Trust is the most importantfactor in a brand relationship"
A FRAMEWORK FORDEVELOPING TRUSTRELATIONSHIPS
Brand trust and brand extension acceptance:
the relationship
Brand value Aaker 8,
Brand Equity
Brand Loyalty
repeated purchase
Perceived value (functional value, price worthiness, emotional value, social value)
commitment
brand trust.
customer satisfaction
involvement
Brand Awareness
Perceived Quality
Brand Associations
Brand Value
What is social media interactivity?
Danah Boyd?
Bibliography of Research onSocial Network Sites
Social Media interactivity andbrands?
The ROI Of Social MediaMarketing, Forrester
Wave: The socialisation ofbrands UM
Valenzuela, Sebastian, Park, Namsu, and Kee, Kerk F.. (2009). Isthere social capital in a social network site?: Facebook use andcollege students' life satisfaction, trust, and participation. Journal ofComputerMediated Communication, 14 (4), 875 901. (journalarticle)
Masso, Paolo. (2006). A Survey of Trust Use and Modeling in CurrentReal Systems. Trust in Eservices: Technologies, Practices andChallenges. Idea Group. (book chapter)
Social Media ROI: Customer Engagement, Brand Interactivity, and Revenue
How Brand CommunityPractices Create Value., Muniz,Schau, 2009
Data gathering > Populate model
Hyves?
‘Hyves bemoeilijkt socialbranding’ Adformatie
Social Branding nog inKinderschoenen Molblog
Wave: The socialisation ofbrands UM
Adformatie offline
Facebook?
Statistical analysis > Analyzerelation
Interviews > Practical implications model
Crowd sourcing
Setup Mindmeister
Promote Wikimap
Setup section on jortpossel.com blog
Link with Champions
Ellen Leanse, Google
Ed Lebar, BrandAsset Consulting
Teresa Poggenpohl, Senior Brand Director Accenture
Brian Harvey, Senior Director Global Marketing Strategy and ResearchAccenture
Mike Brown, Manager Corporate Development Facebook
Jacqueline Smit Consumer & Online Marketing Officer – Microsoft Nederland
Danah Boyd?
Bibliography of Research onSocial Network Sites
Paper
Outline
Research question
Is there a relation between interactivity of brands through social media and their brand value (trust)?
1. How do we measure social media interactivity?
2. What components have an effect on brand value(positive/negative) (trust?)?
Check experts > Validation model
1. Background• Growth influence social media• Business context of social media• Brand value (trust)2. Research question, objective and scope3. Theory• Interactivity– Indicators and measurability• Social media– Type of platforms and platforms• Model– Indicators of interactivity vs. brand value4. Research– Methods: scope, procedure, tools, analysis, interviews (validation)– Results (indicators, scores per brand/per platform, statistics, reliability, analysis)5. Conclusions• Analysis, conclusion, limitations, recommendations and future research