StudentShare solutions
Triangle menu

Social Media and Brand Reputation - Dissertation Example

Extract of sample
Social Media and Brand Reputation

Reputation risk has been considered the primary threat to business operations and the market value of their organizations. Despite this, organizations have been neglecting reputation risk management strategies. Thus with the aim to educate businesses on the ways in which brands might deal with ‘viral’ social media events to ensure they do not damage the reputation of the brand, three objectives were set in Chapter I. This was a qualitative study based on secondary data and after extensive literature in Chapter Two the study has achieved its objectives. The study finds that social media has changed how businesses function. Social networking applications create and manage a digital expression of people’s personal relationships or links. Social networking has the ability to expand social contacts, accelerate business processes, improve customer relations, reduce cost of recruitments, improve staff morale, motivation and job satisfaction among employees. It also provides a collaborative learning environment where knowledge workers can be grouped together. Social media can be termed as an alternative communication tool which supports existing relationship and enriches the users’ experience. ...
Web 2.0 technology presents opportunities for companies to be closer to their customers, to their markets, to observe and collect information. Companies form online brand communities where consumers can have direct but non-intrusive connection with the brand which generates a sense of belonging to the group. However, the same social media platform can also damage the brand reputation. Social software is susceptible to intentional attack when groups or an individual can bend the system to suit its purpose. Users have the freedom to express strong emotions and incidents soon go ‘viral’ which negatively affects the reputation of the organization. Social media fuels new expectations about the organization and it becomes essential for the organization to respond to it. Corporations have little control over information flow and information posted with malicious intentions can damage corporation’s reputation that may have taken years to build. Social media crises have occurred because social business readiness is lacking even in the most advanced companies. Thus, the study concludes by presenting a model to educate businesses on the ways in which brands might deal with ‘viral’ social media events. Imitations to the study have been highlighted and recommendations for further research in this sector have been made. Table of Contents Chapter One: Introduction 1.1 Background 1 1.2 Problem statement 2 1.3 Research aims and objectives 3 1.4 Structure of the study 3 Chapter Two: Literature Review 2.1 Chapter Overview 5 2.2 Definition – social media and social networking 5 2.3 Potential of Web 2.0 technology and social networking sites (SNS) 5 2.4 Benefits of social media ...Show more

Summary

Applied Management Project Social Media and Brand Reputation ABSTRACT The Web 2.0 technology has pervaded the lives of most people with the popularity of sites such as YouTube, Flickr, social networking sites and various blogspheres. Web 2.0 is the second generation of web-base services and tools that promote online collaboration among users…
Author : edouglas
Social Media and Brand Reputation essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the dissertation on your topic
"Social Media and Brand Reputation"
with a personal 20% discount.
Grab the best paper

Related Essays

The Interactive Consumer: The Influence of User Generated Content and Social Media on Consumer Behaviour
This dissertation aims to examine closely how user-generated content and social media influences consumer behaviour in the age of ubiquitous computing. It presents important themes from the latest scholarly research and interviews with a group of consumers provide insights to build on understanding of the impact of social media and user-generated content on consumer behaviour.
70 pages (17500 words) Dissertation
Fashion Industry Shaping Up With Inputs From Social Media
Fashion has its history for as long as is the existence of man. The modern type of fashion is strongly influenced by the digitization of everything in the human society. Social Media is the most prominent and widely adapted firm of information technology that is spreading within the human community like fuel to fire.
20 pages (5000 words) Dissertation
How can social media impact the brands in Businesses
........................11 2.6 The Rise of Social Media……………………………12 2.7 Social Media Power………………………………….13 Methodology………………………………………………………..15 3.1 Secondary Research…………………………………16 3.2 Primary Research…………………………………..16 3.3 Methods…………………………………………….17 3.4 Research Aims and Objectives…………………….18 3.5 Research Questions…………………………………18 Findings………………………………………………………..19 4.1 Hotels and Restaurants in Oman………………..19 4.2 Hotels and
24 pages (6000 words) Dissertation
The impact of social media on brand image of UK coffee shops
They are found to be increasing their sales as well as revenues with the effective implementation of social media strategies. Along with this, companies have also been learnt to be implementing social media networks for the purpose of escalating brand awareness and likewise improving brand image.
64 pages (16000 words) Dissertation
Brand improvement of Toyota
lusion 83 Reference 85 Appendix 97 Introduction The modern age of business can be defined as age of competition. The competition within an industry is gradually increasing with the expansion of business as many new players are entering into the market. There are several reasons behind this intensifying competition.
72 pages (18000 words) Dissertation
Social Media - Pr practice modernised
37 pages (9250 words) Dissertation
From Social Media Revolution to Social Media Evolution
The intention to carry out this study is to understand how SM sway the marketing communication of modern companies. The methodology adopted for this study encompasses appropriate and feasible data collection by soliciting the marketing executives of telecom companies about the strategy adopted regarding social media marketing (SMM).
80 pages (20000 words) Dissertation
How has social media influenced Apple market
This research is based on secondary data gathered which has been collected from different sources such as journals and reputed search engines. The study finds that while Apple has so far refrained from direct engagement with social media, its customers have provided the company sufficient publicity through viral videos, podcasts and information. In fact social media has created a buzz around Apple markets, thereby reinforcing the brand.
14 pages (3500 words) Dissertation
Impact of social media on marketing
The function of marketing has evolved from a one-way functional discipline to an interactive process. The effectiveness of marketing is determined by how marketers are able to reach out to the consumers. The advent of technology has redefined the way communication and interactions take place between marketers and consumers.
33 pages (8250 words) Dissertation
Which form of social media is best for an organisation to use
Which form of social media is best for an organisation to use? This dissertation mainly highlights the importance and effectiveness of social networking sites. Along with this, it also discusses the importance of face-book as compared to other sites such as twitter.
12 pages (3000 words) Dissertation
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation