Impact of Social Media Activities on Brand Marketing and Loyalty
The final project, as you know, is a research proposal, which will end up being around 10 pages. This first assignment is the first step towards building this proposal. In order to have a research proposal, you need to have a research question. For this short assignment, I want you to do the following:
First, write out your research topic of interest. This is not your driving research question but rather a general topic or area of interest to you. Answer the following questions:
What about this topic interests you?
What do you know about this topic?
What is your personal connection to this topic?
What don't you know about this topic?
What do you want to learn about this topic?
Now, I want you to formualte a research question. This is the question that your entire proposal will be based on. After writing out your research question, answer the following question.
What do you need to know in order to answer the research question?
After a quick cursory search of online databases (use the UMass Amherst library website or Google Scholar), have other researchers asked the research question you have? If so, how can you introduce something new to the available literature?
What is your research question a case of? (See Luker Chapter 4)
What frames are you using for your research question? In other words, how are you framing your research? (See Luker Chapter 4).
Make sure you read Chapter 4 of Luker's book before completing this assignment.
You can use THIS LINK and create a copy of the template for this assignment write-up. You can also access the template as a PDF attached to this assignment.
Research Question
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Impact of Social Media activities on Brand Marketing and Loyalty.
What do I know and what interests me on this topic?
Social media is a growing trend in the twenty-first century with approximately 4.26 billion users in 2021 and estimated to increase to 6 billion by 2027 (Statista, 2023). This includes the use of Facebook, YouTube, Snapchat, LinkedIn, Instagram TikTok, Twitter, WhatsApp, and others. Further, this has made the world a global community where individuals can easily interact and converse without limitations. What interest me is how social media has made everything reachable and close to people, while at the same time maintaining its credibility.
Personal Connection with the topic
Being a social media user and subscribing to different accounts, I see businesses advertise through influencers and stories that explain their brand. However, I would like to know how social media activities impact a business's brand awareness and loyalty. It is a common trend in businesses and I would like how it influences brand awareness and how its customers perceive a given brand through social media marketing.
What I want to learn about social media
I would like to know how social media activities on Facebook, Instagram, Twitter, and YouTube contribute to brand loyalty and consumer intention. It is a common trend in businesses and I would like to know how it influences brand awareness and how its customers perceive a given brand through social media marketing while closely examining Nike and Fenty Beauty, who have successfully implemented social media marketing.
Research question and what I need to know to answer the question.
The study aims to explore social media marketing activities (SMMAs) and their impact on consumer intentions and brand loyalty. To answer the identified research question, I need to know the criteria different businesses use when selecting a social media tool, what they consider, and why. Also, I need to know the impact they anticipate when selecting a digital tool and if it is the results achieved. Finally, I need to know how social media impacts their business both positively and negatively.
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