CORPORATE BRANDING

The role of corporate branding within social media

By

ACKNOWLEDGEMENT

I would first like to express my gratitude for my research supervisor, colleagues, and friends and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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Dated:

ABSTRACT

In the following research study we will try to analyze the concepts of corporate branding and social media. The study will also examine the role of corporate branding within social media. The main focus of the study is to analyze how corporate branding is beneficial for the growth of the organization through social media. The study will also illustrate how corporate branding is helping the organization in gaining competitive advantage for many organizations. The research study adopts the secondary research method for the purpose of data collection and analysis. In the end the research study also provides adequate recommendations and suggestions for future research and also provides implications for the study.

Table of Contents

ACKNOWLEDGEMENTii

DECLARATIONiii

ABSTRACTiv

CHAPTER 01: INTRODUCTION3

1.1Outline of the study3

1.2Research aims and objectives3

1.3Research questions4

1.4Significance of the study4

CHAPTER 02: RESEARCH CONTEXT6

2.1Background of the study6

2.2Research focus7

2.3Organizational context7

2.4Time scale8

CHAPTER 03: LITERATURE REVIEW10

3.1Branding10

3.2Significance of branding in organization11

3.3Types of branding approaches14

3.3.1Individual branding14

3.3.2Attitude branding15

3.3.3Iconic branding15

3.3.4No brand branding15

3.3.5Private label branding16

3.3.6Corporate branding16

3.4Corporate branding17

3.5Social media18

3.6Classification of social media20

3.6.1Collaborative projects20

3.6.2Blogs21

3.6.3Social networking sites21

3.7Impact of social media on branding22

3.8Role of corporate branding within social media23

CHAPTER 04: METHODOLOGY26

4.1Overview of qualitative and quantitative research approaches26

4.2Research design28

4.3Secondary research29

4.3.1Benefits of secondary research29

4.4Research method30

4.5Qualitative research31

4.5.1Benefits of qualitative research31

4.6Research Philosophy32

4.7Literature search33

4.8Data analysis methods34

4.9Validity34

4.10Reliability/Dependability35

4.11Ethical Concern36

CHAPTER 05: DISCUSSION AND ANALYSIS38

5.1Overview of corporate branding38

5.2Role of corporate branding in competitive advantage39

5.3Social media41

5.4Social media and corporate branding41

5.5Role of corporate branding in social media43

5.5.1Marketing & promotion46

5.5.2Conversation and feedback46

5.5.3Customer service47

5.5.4Brand ambassadors47

CHAPTER 06: CONCLUSION49

6.1Future aspects51

6.2Managerial implications for the study52

References53

CHAPTER 01: INTRODUCTION

Outline of the study

The following thesis is based on the topic “The Role of Corporate Branding within Social Media”. The first chapter of thesis will illustrate and demonstrate on the introduction of the topic which will also highlight the primary aims and objectives and the background of the thesis. The second chapter of the thesis will explain the organization context of the topic. This chapter will also analyze and examine the research focus of the study. The third chapter of the thesis will provide a detailed review of the previous research studies in the specific field and subjects. The chapter of literature review will explain and emphasize and explain the role of corporate branding within social media. The fourth chapter of the thesis will focus on the methodology of the proposed study. The fifth chapter of the thesis will analyze and examine the findings of the proposed study and discussion will also be provided on the topic. The final chap0ter of thesis will provide conclusion which will also illustrate the future implications and recommendations of the proposed research study ...