Thesis Executive MBA Cross Media

Thesis Executive MBA Cross Media
Research objective
Create insight in the relation between
interactivity of brands through social media
and their brand value (trust?)
Background
• Goals of brand presence and
interactivity is to increase brand value
(trust)
Scope
• Time: 2010
Social Media
Type of platforms: private social networks, prof. social networks, microblogging
Platforms: Facebook, Hyves, LinkedIn, Twitter
Do certain platforms carry
more 'trust' value than others?
Facebook
A Small World
• Brands?
http://theconversationprism.com/1024/
Zappos via twitter
• Brand Value
Trust
Approach
Academic steps
Theoretical research > Build model with components of social media interactivity related to brand value (trust?)
What is Brand Trust? Brand
trust as indicator of brand
value?
Theory Brand Trust
Brand Trust: The six drivers of trust
The Chain of Effects from Brand Trust and
Brand Affect to Brand Performance: The Role
of Brand Loyalty
Citations
Development and validation of a
brand trust scale
Development and validation of
a brand trust scale
Clicks, Bricks & Brands
by Martin Lindstrom
"Consumer trust is responsible
for branding success: trust =
brand."
What does trusting Brand X mean?
Giep Franzen: Relationship
Building Blocks: Familiarity, Trust
and Liking
Tom Chapman. (2008). Social network
marketing, engagement marketing and
brands.
Theory Brand Trust Online
What is the model for brand
trust with offline media?
Factors influencing
consumer perceptions of
brand trust online
Growing the Trust Relationship
"Trust is the most important
factor in a brand relationship"
A FRAMEWORK FOR
DEVELOPING TRUST
RELATIONSHIPS
Brand trust and brand extension acceptance:
the relationship
Brand value Aaker 8,
Brand Equity
Brand Loyalty
repeated purchase
Perceived value (functional value, price worthiness, emotional value, social value)
commitment
brand trust.
customer satisfaction
involvement
Brand Awareness
Perceived Quality
Brand Associations
Brand Value
What is social media interactivity?
Danah Boyd?
Bibliography of Research on
Social Network Sites
Social Media interactivity and
brands?
The ROI Of Social Media
Marketing, Forrester
Wave: The socialisation of
brands UM
Valenzuela, Sebastian, Park, Namsu, and Kee, Kerk F.. (2009). Is
there social capital in a social network site?: Facebook use and
college students' life satisfaction, trust, and participation. Journal of
ComputerMediated Communication, 14 (4), 875 901. (journal
article)
Masso, Paolo. (2006). A Survey of Trust Use and Modeling in Current
Real Systems. Trust in Eservices: Technologies, Practices and
Challenges. Idea Group. (book chapter)
Social Media ROI: Customer Engagement, Brand Interactivity, and Revenue
How Brand Community
Practices Create Value., Muniz,
Schau, 2009
Data gathering > Populate model
Hyves?
‘Hyves bemoeilijkt social
branding’ Adformatie
Social Branding nog in
Kinderschoenen Molblog
Wave: The socialisation of
brands UM
Adformatie offline
Facebook?
Statistical analysis > Analyze
relation
Interviews > Practical implications model
Crowd sourcing
Setup Mindmeister
Promote Wikimap
Setup section on jortpossel.com blog
Link with Champions
Ellen Leanse, Google
Ed Lebar, BrandAsset Consulting
Teresa Poggenpohl, Senior Brand Director Accenture
Brian Harvey, Senior Director Global Marketing Strategy and Research
Accenture
Mike Brown, Manager Corporate Development Facebook
Jacqueline Smit Consumer & Online Marketing Officer – Microsoft Nederland
Danah Boyd?
Bibliography of Research on
Social Network Sites
Paper
Outline
Research question
Is there a relation between interactivity of brands through social media and their brand value (trust)?
1. How do we measure social media interactivity?
2. What components have an effect on brand value
(positive/negative) (trust?)?
Check experts > Validation model
1. Background
• Growth influence social media
• Business context of social media
• Brand value (trust)
2. Research question, objective and scope
3. Theory
• Interactivity
– Indicators and measurability
• Social media
– Type of platforms and platforms
• Model
– Indicators of interactivity vs. brand value
4. Research
– Methods: scope, procedure, tools, analysis, interviews (validation)
– Results (indicators, scores per brand/per platform, statistics, reliability, analysis)
5. Conclusions
• Analysis, conclusion, limitations, recommendations and future research
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