Harnessing Social Media Commercial Potential

Inhaltsverzeichnis (Table of Contents)

• Acknowledgements
• Abstract
• Introduction
• Research Methodology
• Findings
• Discussion
• Strategic Frameworks
• Conclusion
• References
• Appendix

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This research investigates the factors that influence purchasing decisions or trigger word-of-mouth endorsements amongst consumers on social media (SM) channels. The objective is to identify critical components of an effective digital communication strategy, enabling corporations to harness the power of SM to monetise their follower base.

• Exploring consumer engagement motives on SM
• Analyzing reasons for connecting with brands on SM throughout the purchase decision lifecycle
• Identifying misalignments between consumer engagement motives and corporate approaches to SM
• Developing strategic frameworks to align corporate goals with real-life consumer expectations
• Examining the impact of factors like gender, age, and technology usage on consumer-to-consumer and consumer-to-brand engagement

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter introduces the research problem, outlining the need to understand how corporations can effectively monetise their fanbases on social media. It discusses the potential of SM as a communication channel and the need for research on consumer engagement motives.
• Research Methodology: This chapter details the research approach and methodology employed in the study, including the use of a quantitative empirical research design, a representative sample of 335 UK respondents, and a comprehensive literature review. It describes the data collection methods and analysis techniques used.
• Findings: This chapter presents the main findings of the research, revealing insights into consumer engagement motivations, the impact of various factors on SM engagement, and the misalignments between corporate assumptions and actual consumer behaviour. It includes statistical analyses and data visualization to support the findings.
• Discussion: This chapter interprets and discusses the research findings, highlighting the implications for corporate communication strategies on SM. It analyzes the significance of trust, relationships, and targeted content delivery in engaging consumers effectively. It explores the potential of SM as a two-way communication channel and the importance of adapting to changing consumer expectations.
• Strategic Frameworks: This chapter develops and proposes strategic frameworks to guide corporations in aligning their SM engagement strategies with consumer expectations. It provides practical recommendations and insights for businesses to harness the power of SM effectively and achieve their marketing goals.

Schlüsselwörter (Keywords)

This research focuses on harnessing social media potential to monetise a brand's fanbase. Key topics include consumer engagement motives, purchasing decisions, word-of-mouth endorsements, digital communication strategy, corporate strategies, social media marketing, consumer behavior, strategic frameworks, and trust building.