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The Influence of Social Media Platforms on the Consumer-Brand Engagement of Polarising Brands


Master's Thesis, 2022

108 Pages, Grade: 1,0


Abstract or Introduction

This master thesis focuses on the influence of the social media platforms Instagram and Facebook on the consumer-brand engagement of polarising brands. Social media platforms are not only for private use but are important communication and advertising tool for brands to build strong customer relationships. To stand out from the crowd of competitors and attract the attention of potential consumers, brands are increasingly using humorous polarisation. Based on a quantitative content analysis of user comments (N = 1,500), the correlations between the social media platforms Instagram and Facebook and the consumer-brand engagement of the polarising brands true fruits, SIXT and BVG are examined. The Uses and Gratification Theory and the Communication Accommodation Theory serve as the theoretical basis.

Details

Title
The Influence of Social Media Platforms on the Consumer-Brand Engagement of Polarising Brands
College
Technical University of Ilmenau
Grade
1,0
Author
Year
2022
Pages
108
Catalog Number
V1245460
ISBN (eBook)
9783346675989
ISBN (Book)
9783346675996
Language
English
Keywords
quantitative content analysis, consumer-brand engagement, social media, polarising brands, polarising marketing, UGT, CAT
Quote paper
Eileen Werner (Author), 2022, The Influence of Social Media Platforms on the Consumer-Brand Engagement of Polarising Brands, Munich, GRIN Verlag, https://www.grin.com/document/1245460

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