social media usage in brand marketing group 3: gabi browne, rahel gebremeskel, sabrina husain,...
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SOCIAL MEDIA USAGE IN BRAND MARKETINGGROUP 3: Gabi Browne, Rahel Gebremeskel, Sabrina Husain, Charlotte Steddum, Paige Warmus
Principle Findings
College students interact with brands on Facebook and Twitter
What types of brands do students follow?
Music (30%) News (29%)
Top 3 brands UNC students follow:
1.
2.
3.
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
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 students are most interested in
following/liking
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
Limitations
Convenience sample, with quota sampling
Cannot prove causality
Goal
Research Question 1:
Do students at UNC-Chapel Hill use Facebook
and/or Twitter?
Research Question 2:
What brands are most followed or liked on Twitter and Facebook by students at UNC-Chapel Hill?
Research Question 3:
What are the incentives for students to follow or like brands on Twitter and Facebook?
Methodology - Who
College Students at UNC-Chapel HIll
Methodology - What
Online Survey using a Convenience Sample
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?
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
ResultsOur Sample
Convenience sample of UNC students76% female, 24% male
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."
ResultsBrand Involvement
An overwhelming majority use social media daily57% like brands on FB, 44% follow on Twitter
ResultsWhat do students "like" to follow?
In addition to the top 3 write-in responses (ESPN, CNN, UNC), many students noted following retail stores.
Q12: Why do you like/follow brands?
MusicNewsSportsTelevisionOther