A Critical Analysis of Kogi's use of Twitter to Impact Consumer Behavior towards their Food Truck Product

By

ACKNOWLEDGEMENT

I would like to thank my supervisor for supporting me throughout my project and giving his valuable suggestions. Finally thanks to all my friends and family for their utmost support and inspiration.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, & this dissertation has not been submitted for any examination at academic as well as professional level previously. It also represents my own views & not essentially the ones associated with university.

Signed __________________ Date _________________

ABSTRACT

The impact social media has made on modern life is indescribable. Information is networked and more accessible than ever before, connecting us to vast, unprecedented amounts of knowledge, thanks to participatory technologies. Social media is widespread and access is instantaneous and effortless, connecting us to a global network from anywhere at any time, whether searching for directions, or cutting-edge research developments. There is unprecedented business potential enabled by participatory technologies, which grant access to information beyond the scope of what was once impenetrable-so much information that approaching it alone is not sufficient. This poses new teaching challenges for Kogi food truck to harness the potential of networked marketing, which is undeniably collaborative. Social media is an underutilized tool that has the potential to transform education and further promote social learning. As a new generation interacts, connects, and engages in social networking, new 21st century skills will be required- many of which are already in line with skills already being developed in design education, which is inherently collaborative. This research shapes how twitters impact customer behavior for Kogi food truck products.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background1

Research Purpose2

Aim and objective of the study3

The New Marketing Paradigm3

Theoretical framework4

Research questions5

CHAPTER 2: LITERATURE REVIEW6

Social media theory6

Relationship of social media7

Social Media11

Trust in social media12

Public relation14

Public relation and marketing15

Relationship Strategy15

Twitter19

Twitter Marketing20

The Impact of Twitter to Consumer Behavior23

Kogi Food Truck23

PR Success of Kogi by Twitter24

CHAPTER 3: METHODOLOGY27

Research design27

Sample size28

Instrumentation28

Validity and reliability28

Interview29

Informed consent29

Ethical concern30

CHAPTER 4: DISCUSSION & FINDINGS31

Descriptive statistics31

Discussion of interview36

CHAPTER 5: CONCLUSION38

Conclusion38

Suggestion for future research39

Limitation of the study40

REFERENCES41

APPENDICES46

Interview questionnaire46

Survey questionnaire51

CHAPTER 1: INTRODUCTION

Background

Online social networks have been available since the mid-1990s. Online social networks have taken the benefits of new technology and incorporated them with a universal human interest. The nature of the Internet began to change quickly during this period. In the mid- 1990s, popular social networks began with online communities, such as Geocities and Tripod. It networked people by allowing people to come together through a technology medium. The popularity of online social networks grew steadily (Cova 2009, 595-620). However, there were some features missing in the early online social networks that inhibited their widespread growth. Between 2002 and 2004, three online social networking sites appeared: Friendster, MySpace, and Facebook. These three sites appeared due to newly available functionality and a dramatic shift in the use of Internet technology (Coupland 2011, 106-118).

The old Internet focused solely on individuals locating information, and the ...