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Social Media Usage in Brand Marketing

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rune
20 diapositives · 426 Views · Jul 27, 2014

This research explores how college students at UNC-Chapel Hill engage with brands on social media platforms like Facebook and Twitter. It identifies key brand types that students follow, with 30% interested in music and 29% in news. The study reveals that the primary reason for following brands is to stay informed, and it emphasizes the importance of an engaging online presence. Limitations noted include a skewed gender sample and the need for broader research across various institutions.

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  1. Social Media Usage in Brand Marketing GROUP 3: Gabi Browne, RahelGebremeskel, Sabrina Husain, Charlotte Steddum, Paige Warmus

  2. Principle Findings College students interact with brands on Facebook and Twitter

  3. What types of brands do students follow? Music (30%) News(29%)

  4. Top 3 brands UNC students follow: 1. 2. 3.

  5. Recommendations: Keeping up with the Millennial generation Brands should update their websites (e.g., tweets) as often as new information becomes available Why? The number one reason students like/follow a brand is for news and information 40% of students use Twitter on a daily basis

  6. Recommendations: The Importance of Music and News Brands Music and news companies should especially have an engaging presence in social media Why? Music and news companies are the types of brands studentsare most interested in following/liking

  7. Limitations More research should be conducted to determine if results are representative of UNC students and college students as a whole 76% participants women, 24% men

  8. Limitations Convenience sample, with quota sampling Cannot prove causality

  9. Goal

  10. Research Question 1: • Do students at UNC-Chapel Hill use Facebook and/or Twitter?

  11. Research Question 2: • What brands are most followed or liked on Twitter and Facebook by students at UNC-Chapel Hill?

  12. Research Question 3: • What are the incentives for students to follow or like brands on Twitter and Facebook?

  13. Methodology - Who College Students at UNC-Chapel HIll

  14. Methodology - What Online Survey using a Convenience Sample

  15. Methodology - How We focused on answering three questions: - Are UNC students using social media? - Are they interacting with brands on social media? - What are their reasons or incentives for this interaction?

  16. Methodology - How Specifically, 5 broad categories for brands: Music, Sports, Technology, News and Government 6 Reasons/Incentives for Interaction: News & Information, Coupons & Specials, Job & Internship Opportunities, Entertainment, Interaction, and Brand Loyalty

  17. ResultsOur Sample Convenience sample of UNC students76% female, 24% male

  18. ResultsDefining a Brand We used the American Marketing Association definition of "brand""A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those other sellers."

  19. ResultsBrand Involvement An overwhelming majority use social media daily57% like brands on FB, 44% follow on Twitter

  20. ResultsWhat do students "like" to follow? In addition to the top 3 write-in responses (ESPN, CNN, UNC), many students noted following retail stores.