Emotional branding in social media : Case: Barcelona Home
Shupletcova, Taisiia (2017)
Shupletcova, Taisiia
Lahden ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017053011159
https://urn.fi/URN:NBN:fi:amk-2017053011159
Tiivistelmä
Internet has brought changes in peoples’ lives as well as in relationships between sellers and buyers. Businesses have started using the Internet to connect with their customers directly and to promote their products and services online. One of the opportunities the web offers is promotion on social media platforms through creating communities and gaining followers. This change requires a marketing approach, which is different to traditional marketing. Meanwhile, the importance of brand and its connection with customers on an emotional level has grown. It was noticed that customers’ emotions towards brands influence their purchase decision. Thus, the term of emotional branding appeared. The aim of the thesis is to study the connection between emotional branding and social media.
An understanding of the concepts related to emotional branding and social media is presented in theoretical and empirical parts of the research. In the first part of the thesis the theories of emotional branding and the role of social media are explained using secondary sources of data. The second part introduces the case company and its practices based on the mix of secondary and primary data collected from the case company. The key findings are presented and analysed in the development plan. The thesis finishes by answering the research questions that are asked in the beginning of the research.
The aim of the thesis is to analyse current performance of the case company in social media and what emotions the brand evokes in its customers. The main purpose is the development plan for the social media in relation to the theory of emotional branding. The results assist the case company to improve social media platforms and brand perception.
An understanding of the concepts related to emotional branding and social media is presented in theoretical and empirical parts of the research. In the first part of the thesis the theories of emotional branding and the role of social media are explained using secondary sources of data. The second part introduces the case company and its practices based on the mix of secondary and primary data collected from the case company. The key findings are presented and analysed in the development plan. The thesis finishes by answering the research questions that are asked in the beginning of the research.
The aim of the thesis is to analyse current performance of the case company in social media and what emotions the brand evokes in its customers. The main purpose is the development plan for the social media in relation to the theory of emotional branding. The results assist the case company to improve social media platforms and brand perception.