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IMPACT OF SOCIAL-MEDIA USE ON BRAND EQUITY OF MAGAZINE BRANDS: A Qualitative Study of Vogue Turkey
Halmstad University, School of Business and Engineering (SET). (International Marketing)
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This dissertation examines the impact of social media use on the brand equity of magazine brands. Building on an integrative model, which brings together classical theories of brand management and the frontiers of research in social media, this study examines one of the first magazines to incorporate social media in its marketing strategy. In addition to four interviews conducted with social media strategists and field experts, this study has used observation data and an online self-completion questionnaire in the analysis of its case. As a result, this study concludes that social media use impacts brand equity of magazine brands in four major ways: (1) Social media opens a new direct communication channel between the magazine brand and its audience; (2) Social media increases magazine brand’s presence and therefore the influence in the daily lives of its audience; (3) Social media facilitates magazine audience’s involvement in promoting the brand indirectly with its numerous content sharing functionalities, and in a very natural manner; and finally (4) Social media helps the magazine brand form and manage concrete relationships with its audience. 

Place, publisher, year, edition, pages
2011. , 64 p.
Series
Working Papers Series in Business Studies
Keyword [en]
Brand Equity, Equity, Social Media, Facebook, Media, Magazines, Vogue
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hh:diva-15817OAI: oai:DiVA.org:hh-15817DiVA: diva2:430935
Subject / course
International Marketing
Presentation
2011-05-27, O122, Halmstad University O Building, Halmstad, 14:44 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-08-08 Created: 2011-07-13 Last updated: 2011-08-08Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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