Brand Disengagement from Social Media- Consumer’s Perception of Brands Leaving Social Media Platforms
(2024) BUSN39 20241Department of Business Administration
- Abstract
- Keywords: Brand Disengagement From Social Media, Consumer Brand Engagement, Brand Equity, Consumer Perception, Consumer- Brand Relationship
Research questions: How do consumers perceive a brand’s disengagement from social media?; How does a brand's disengagement from social media shape the consumer-brand relationship?
Purpose: The purpose of this research is to investigate how consumers perceive a brand that disengages itself from social media and how it shapes the consumer-brand relationship.
Theoretical perspective: The thesis applies the conceptual framework of Keller’s (2001) Brand Equity Pyramid which serves as a building block for consumer perception analysis. The framework connects consumer engagement, relationship with the... (More) - Keywords: Brand Disengagement From Social Media, Consumer Brand Engagement, Brand Equity, Consumer Perception, Consumer- Brand Relationship
Research questions: How do consumers perceive a brand’s disengagement from social media?; How does a brand's disengagement from social media shape the consumer-brand relationship?
Purpose: The purpose of this research is to investigate how consumers perceive a brand that disengages itself from social media and how it shapes the consumer-brand relationship.
Theoretical perspective: The thesis applies the conceptual framework of Keller’s (2001) Brand Equity Pyramid which serves as a building block for consumer perception analysis. The framework connects consumer engagement, relationship with the brand, and overall perception.
Methodology: The research takes the standpoint of ontological relativism and the epistemological approach of social constructivism. According to this, the qualitative method was chosen in the form of semi-structured interviews. The empirical data was collected from 8 respondents who indicated themselves as Lush consumers.
Conclusion: This thesis sheds light on how consumers perceive brand disengagement from social media and how brand disengagement shapes consumer-brand relationship. Both consumer perceptions and brand disengagement are complex phenomena, and this thesis tackles many factors that influence their outcomes. Those factors are concluded in this chapter. The conceptual framework provides theoretical insights, and based on the empirical findings, a roadmap could be helpful for practical implementation. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9167024
- author
- Holsanova, Tereza LU and Radilovic, Lina LU
- supervisor
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- language
- English
- id
- 9167024
- date added to LUP
- 2024-06-25 13:12:27
- date last changed
- 2024-06-25 13:12:27
@misc{9167024,
abstract = {{Keywords: Brand Disengagement From Social Media, Consumer Brand Engagement, Brand Equity, Consumer Perception, Consumer- Brand Relationship
Research questions: How do consumers perceive a brand’s disengagement from social media?; How does a brand's disengagement from social media shape the consumer-brand relationship?
Purpose: The purpose of this research is to investigate how consumers perceive a brand that disengages itself from social media and how it shapes the consumer-brand relationship.
Theoretical perspective: The thesis applies the conceptual framework of Keller’s (2001) Brand Equity Pyramid which serves as a building block for consumer perception analysis. The framework connects consumer engagement, relationship with the brand, and overall perception.
Methodology: The research takes the standpoint of ontological relativism and the epistemological approach of social constructivism. According to this, the qualitative method was chosen in the form of semi-structured interviews. The empirical data was collected from 8 respondents who indicated themselves as Lush consumers.
Conclusion: This thesis sheds light on how consumers perceive brand disengagement from social media and how brand disengagement shapes consumer-brand relationship. Both consumer perceptions and brand disengagement are complex phenomena, and this thesis tackles many factors that influence their outcomes. Those factors are concluded in this chapter. The conceptual framework provides theoretical insights, and based on the empirical findings, a roadmap could be helpful for practical implementation.}},
author = {{Holsanova, Tereza and Radilovic, Lina}},
language = {{eng}},
note = {{Student Paper}},
title = {{Brand Disengagement from Social Media- Consumer’s Perception of Brands Leaving Social Media Platforms}},
year = {{2024}},
}