To what extent is social network ‘Facebook’ used as a communications tool to develop brands in Chester’s nightlife scene
AbstractThe purpose of this dissertation is to investigate the extent social networking has on branding within Chester’s night life clubs. The concept of using social network ‘Facebook’ to develop a brand is relatively modern; therefore there is little previously bounded literature within this area. Therefore the approach taken during this process will aim to build a theory that answers such questions. The literature that will be analyzed will be centered on generalized marketing terms around the areas of building a brand image, creating word of mouth and developing a brand community. Under the bracket of such headings, many differing academic theories and models can be considered. The research will evaluate and consider existing research concerning many differing aspects of branding. Such as creating brand awareness, re-forcing the brands image, creating brand associations, building brand perception, developing a corporate image, communication messages. The base knowledge gathered from such data will give the project a good base from which to move from. The information hear will then be used to develop relevant questions ready for the qualitative data to be gathered in the form of the interviews and the student-led focus group. This approach will although for the results to be compared and contrasted against and viable conclusions to be drawn.
PublisherUniversity of Chester
TypeThesis or dissertation
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