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CREATING BRAND EVANGELISTS IN THE 21ST CENTURY:
USING BRAND ENGAGEMENT THROUGH SOCIAL MEDIA
TO DEVELOP BRAND LOYALTY IN TEENS
by
Jennifer Savage
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2012
Copyright 2012 Jennifer Savage
Object Description
| Title | Creating brand evangelists in the 21st century: using brand engagement through social media to develop brand loyalty in teens |
| Author | Savage, Jennifer |
| Author email | jesavage@usc.edu;jennyxsavage@yahoo.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2012-03-26 |
| Date submitted | 2012-04-26 |
| Date approved | 2012-04-26 |
| Restricted until | 2012-04-26 |
| Date published | 2012-04-26 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Le Veque, Matthew Jackson, Laura |
| Abstract | This paper examines the influence of social media on the creation and development of brand loyalty among teens. By understanding the intrinsic and extrinsic motivators for brand loyalty, marketers and public relations professionals will better understand how to connect with and influence this key audience. The overriding hypothesis motivating primary and secondary research is that if brands are successfully able to develop brand loyalty in teens between the ages of 13 and 18, then when these consumers reach the critical buying age of 18 to 24, their purchasing motivation will be influenced by the brand loyalty they developed as teens. Additionally, strong brand loyalty can develop into brand evangelism, which encourages organic and influential peer-to-peer marketing and word of mouth campaigns motivated by teens' desire to fit in and be liked by peers. |
| Keyword | brand advocates; brand evangelists; branding; engagement; social media; teens; brand |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Savage, Jennifer |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume4/etd-SavageJenn-665.pdf |
Description
| Title | Page 1 |
| Full text | CREATING BRAND EVANGELISTS IN THE 21ST CENTURY: USING BRAND ENGAGEMENT THROUGH SOCIAL MEDIA TO DEVELOP BRAND LOYALTY IN TEENS by Jennifer Savage A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2012 Copyright 2012 Jennifer Savage |
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