The data analysis tool used for this research study will be both examined and justified whilst comparing and contrasting alternative data analysis tools.
The fourth chapter is focused primarily on data collection and its analysis. This chapter will also provide the reader with a complete understanding of the ways the research aims and objectives are linked with the direction of the study. It will rationalise the decisions made to determine the correct approach for the study’s needs, for example ethical concerns, sampling methods and research tools. The third chapter is comprised of the methodology pertaining to the research applied in the study. The purpose of this chapter was to construct a firm foundation where the remainder of the study could be built on. The following chapter examines a literature review that details existing information regarding social media and brand perception. The opening chapter of the study begins with a complete introduction to the study, this section will introduce the reader to all of the essential background details and a rationalisation for the study. This enquiry overview aims to provide the reader with an insight of what to expect from the rest of the study. To investigate the impact that social media has on brand perceptions was the main purpose of this enquiry with the context of social media in this study exclusively referring to Twitter and Instagram, and the luxury retail brand Victoria’s Secret being used as a case study. Table of Contentsġ.2 Origins of The Case Study: Victoria’s SecretĢ.4 The Impact Of Electronic Word-Of-Mouth on Brand Perception Through Social MediaĢ.5 The Role Of Opinion Leaders & Seekers On Social Media As A Reference GroupĢ.6 Impact of Celebrities Through Social MediaĢ.7 Shopping as a Social Activity On Social Media Sitesģ.8 Strengths & Weaknesses Of The MethodologyĤ.2 Data Analysis Method: Thematics AnalysisĤ.3 Inappropriate Alternative Methods of Analysisĥ.4.1 Devaluation of Fashion Brands Through Their Presence on Twitterĥ.4.2 Risks Associated with Isolated Social Media Marketing Programsĥ.5.1 Social Media Sites as a Sample Distribution Vehicleĥ.5.2 Management Of Consumer Comments in Virtual Spaces The third research objective was to establish the best strategies to increase sales and brand image of Victoria’s Secret via an increased presence on social media platforms particularly Twitter and Instagram. The second objective was to assess Twitter and Instagram in their role as reference groups on consumers. The first objective was to analyse existing theoretical models and frameworks relevant to social media and brand perceptions. Three research objectives were set with the intention of adding direction to the research study. This research study pursues to measure the impact that social media has on brand perceptions of consumers, focusing specifically on Instagram and Twitter.
It is a topic responsible for numerous arguments which has resulted in a variety of literature to use for this research study. With that said however, brand perception is a subject that has been deeply explored in both the academic and business world. Though there are varied disputes concerning the topic, there is very little theory that actually exists with regards to social media. “Social networking is enabled by information and communication technology and heavily depends on continuous user participation” (Veltri & Elgarah, 2009).Although no single definition has been agreed upon, some argue that it originates from communication such as email whereas others believe that social media is the more modern method of interaction. Over many years and throughout many generations, social media has rapidly advanced. Share this: Facebook Facebook logo Twitter Twitter logo Reddit Reddit logo LinkedIn LinkedIn logo WhatsApp WhatsApp logo Abstract
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