Power of employees on social media : examining the influences between brand-related user-generated content of Teknos brand on social media
Tekijät
Päivämäärä
2023Tekijänoikeudet
Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.
The primary scope and aim of this thesis is to provide an overview of how customers and other external stakeholders perceive brand related and user-generated content on social media affecting their brand engagement and trust. Additionally, this thesis focuses on identifying what kind of advocates are generally seen as engaging, for example, when it comes to their personality traits. Lastly, this study aims to provide recommendations for future research to gain more in-depth understanding of the topic.
The key concepts reviewed in the theoretical framework of this study were digital marketing, social media, modern customer decision making journey, and influencer marketing. These concepts were selected as the key focus points for the thorough analysis of this study due to their close linkage to the reason for the evolution of brand advocacy.
The research philosophy adopted in this study was constructivism. Moreover, this study used a qualitative research method, and the empirical findings were gathered via an open questionnaire and semi-structured individual interviews. The online questionnaire received responses from 40 participants, and, in addition, 5 individuals were further interviewed. Thematic analysis and data coding was then used to draw common themes from these responses to provide answers for the research questions.
The results of this study indicate that brand advocates are generally perceived as more trustworthy sources for sharing brand information and recommendations than corporations. Moreover, several key personality traits and professional qualities were established regarding what kind of professionals should be selected as corporate advocates based on their engagement ability towards customers. Overall, this study provided further recommendations for Teknos company on how to start a brand advocacy program.
...
Asiasanat
Metadata
Näytä kaikki kuvailutiedotKokoelmat
- Pro gradu -tutkielmat [28152]
Samankaltainen aineisto
Näytetään aineistoja, joilla on samankaltainen nimeke tai asiasanat.
-
The drivers of employee brand endorsement in social media
Mäkiaho, Henna (2022)Osaavan työvoiman pula on pakottanut yritykset panostamaan houkuttelevaan työnantajamielikuvaan. Tämä voi yritysjohtoisen työnantajamielikuvarakentamisen ohella voi muodostua työntekijän brändilähettiläisyyden avulla. ... -
The Process of Selecting Influencers for Marketing Purposes in an Organisation
Huttula, Tia; Karjaluoto, Heikki (Springer, 2023)Influencer marketing practices are growing on social media channels, while the usage of other mass-media channels is decreasing, prompting organisations to search for new tools with which to communicate efficiently with ... -
B2B influencer marketing : Conceptualization and four managerial strategies
Mero, Joel; Vanninen, Heini; Keränen, Joona (Elsevier, 2023)While there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this ... -
Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market
Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo; Asiati, Diah Isnaini (SAGE Publications, 2023)This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the ... -
The impact of user-generated online reviews on pre-travel planning and accommodation selection processes of Finnish millennial consumers
Lallukka, Tuuli (2021)Käyttäjien luoman sisällön merkitys on kasvanut etenkin matkailun yhteydessä, koska digitalisaation myötä Internetin ja sosiaalisen median käyttö on tullut osaksi jokapäiväistä elämää. Erityisesti käyttäjien luomista ...
Ellei toisin mainittu, julkisesti saatavilla olevia JYX-metatietoja (poislukien tiivistelmät) saa vapaasti uudelleenkäyttää CC0-lisenssillä.