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#Hashtag: the implication of it as a marketing tool on brand awareness in Twitter: A Study on the Sportswear Industry

Ansari, Farhan Rashid Ahmed LU ; Zhang, Bochen LU and Preedanon, Sky LU (2016) BUSN39 20161
Department of Business Administration
Abstract
Title: #Hashtag: the implication of it as a marketing tool on brand awareness in Twitter: A Study on the Sportswear Industry

Date of the Seminar: 31 May 2016

Course: BUSN 39 Degree project in Global Marketing, Master Thesis

Authors: Bochen Zhang, Farhan Rashid Ahmed Ansari, Sky Preedanon

Supervisor: Veronika Tarnovskaya

Thesis purpose: The Purpose of this thesis is to explore how companies can use hashtags as a communication strategy to raise brand awareness. This research aims to develop a framework for practitioners to create effective hashtags that function as marketing communication tool.

Empirical data: In this thesis, the researchers applied netnography to collect data on Twitter. The researchers first collected... (More)
Title: #Hashtag: the implication of it as a marketing tool on brand awareness in Twitter: A Study on the Sportswear Industry

Date of the Seminar: 31 May 2016

Course: BUSN 39 Degree project in Global Marketing, Master Thesis

Authors: Bochen Zhang, Farhan Rashid Ahmed Ansari, Sky Preedanon

Supervisor: Veronika Tarnovskaya

Thesis purpose: The Purpose of this thesis is to explore how companies can use hashtags as a communication strategy to raise brand awareness. This research aims to develop a framework for practitioners to create effective hashtags that function as marketing communication tool.

Empirical data: In this thesis, the researchers applied netnography to collect data on Twitter. The researchers first collected all the hashtags used by Adidas, Reebok, and Under Armour during the year of 2015. Secondly, the researchers observed all the tweets which contains the hashtags used by these three companies.

Conclusion & Suggestions: From the theoretical point of view, this research gives a new understanding of how hashtags can be effectively used on Twitter. The researchers found that the effectiveness of the hashtags as marketing tool was mainly affected by how consumers interpret them. If the hashtags are misused, it will create confusion among other users and lead to failure on raising brand awareness. From a managerial standpoint, the present research explored the vital components of successful hashtags and further developed a framework to guide companies to effectively increase brand awareness by using hashtags. This framework highlighted four suggestions for creating effective hashtags. Companies should make the hashtag be specific and brand related, ensure effective integrated marketing communication plan, and try to avoid identical hashtags. If companies incorporated these three suggestions but the outcome still does not meet their expectations. They should create a complementary hashtag to give consumers a more distinctive message. (Less)
Please use this url to cite or link to this publication:
author
Ansari, Farhan Rashid Ahmed LU ; Zhang, Bochen LU and Preedanon, Sky LU
supervisor
organization
course
BUSN39 20161
year
type
H1 - Master's Degree (One Year)
subject
language
English
id
8879415
date added to LUP
2016-06-17 17:06:31
date last changed
2016-06-17 17:06:31
@misc{8879415,
  abstract     = {Title: #Hashtag: the implication of it as a marketing tool on brand awareness in Twitter: A Study on the Sportswear Industry 

Date of the Seminar: 31 May 2016

Course: BUSN 39 Degree project in Global Marketing, Master Thesis

Authors: Bochen Zhang, Farhan Rashid Ahmed Ansari, Sky Preedanon

Supervisor: Veronika Tarnovskaya

Thesis purpose: The Purpose of this thesis is to explore how companies can use hashtags as a communication strategy to raise brand awareness. This research aims to develop a framework for practitioners to create effective hashtags that function as marketing communication tool. 

Empirical data: In this thesis, the researchers applied netnography to collect data on Twitter. The researchers first collected all the hashtags used by Adidas, Reebok, and Under Armour during the year of 2015. Secondly, the researchers observed all the tweets which contains the hashtags used by these three companies.

Conclusion & Suggestions: From the theoretical point of view, this research gives a new understanding of how hashtags can be effectively used on Twitter. The researchers found that the effectiveness of the hashtags as marketing tool was mainly affected by how consumers interpret them. If the hashtags are misused, it will create confusion among other users and lead to failure on raising brand awareness. From a managerial standpoint, the present research explored the vital components of successful hashtags and further developed a framework to guide companies to effectively increase brand awareness by using hashtags. This framework highlighted four suggestions for creating effective hashtags. Companies should make the hashtag be specific and brand related, ensure effective integrated marketing communication plan, and try to avoid identical hashtags. If companies incorporated these three suggestions but the outcome still does not meet their expectations. They should create a complementary hashtag to give consumers a more distinctive message.},
  author       = {Ansari, Farhan Rashid Ahmed and Zhang, Bochen and Preedanon, Sky},
  language     = {eng},
  note         = {Student Paper},
  title        = {#Hashtag: the implication of it as a marketing tool on brand awareness in Twitter: A Study on the Sportswear Industry},
  year         = {2016},
}