Thesis Executive MBA Cross Media

MBA thesis crowd sourcing project

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Thesis Executive MBA Cross Media by Mind Map: Thesis Executive MBA Cross Media

1. • As social media usage keeps growing, companies build a social presence and interactivity of brands with the outside world increases.

2. 1. Background • Growth influence social media • Business context of social media • Brand value (trust) 2. Research question, objective and scope 3. Theory • Interactivity – Indicators and measurability • Social media – Type of platforms and platforms • Model – Indicators of interactivity vs. brand value 4. Research – Methods: scope, procedure, tools, analysis, interviews (validation) – Results (indicators, scores per brand/per platform, statistics, reliability, analysis) 5. Conclusions • Analysis, conclusion, limitations, recommendations and future research

3. Check experts > Validation model

4. Research question

4.1. Is there a relation between interactivity of brands through social media and their brand value (trust)?

4.2. 1. How do we measure social media interactivity?

4.3. 2. What components have an effect on brand value (positive/negative) (trust?)?

5. Paper

5.1. Outline

6. Approach

6.1. Academic steps

6.1.1. Theoretical research > Build model with components of social media interactivity related to brand value (trust?) What is Brand Trust? Brand trust as indicator of brand value? Theory Brand Trust Theory Brand Trust Online What is the model for brand trust with offline media? Brand value Aaker 8, What is social media interactivity? Danah Boyd? Social Media interactivity and brands? The ROI Of Social Media Marketing, Forrester Wave: The socialisation of brands - UM Valenzuela, Sebastian, Park, Namsu, and Kee, Kerk F.. (2009). Is there social capital in a social network site?: Facebook use and college students' life satisfaction, trust, and participation. Journal of Computer-Mediated Communication, 14 (4), 875 - 901. (journal article) Masso, Paolo. (2006). A Survey of Trust Use and Modeling in Current Real Systems. Trust in E-services: Technologies, Practices and Challenges. Idea Group. (book chapter) Social Media ROI: Customer Engagement, Brand Interactivity, and Revenue How Brand Community Practices Create Value., Muniz, Schau, 2009

6.1.2. Data gathering > Populate model Hyves? ‘Hyves bemoeilijkt social branding’ - Adformatie Facebook?

6.1.3. Statistical analysis > Analyze relation

6.1.4. Interviews > Practical implications model

6.2. Crowd sourcing

6.2.1. Setup Mindmeister

6.2.2. Promote Wikimap

6.2.3. Setup section on blog

6.2.4. Link with Champions Ellen Leanse, Google Ed Lebar, BrandAsset Consulting Teresa Poggenpohl, Senior Brand Director Accenture Brian Harvey, Senior Director - Global Marketing Strategy and Research Accenture Mike Brown, Manager Corporate Development Facebook Jacqueline Smit - Consumer & Online Marketing Officer – Microsoft Nederland Danah Boyd? Bibliography of Research on Social Network Sites

7. Research objective

7.1. Create insight in the relation between interactivity of brands through social media and their brand value (trust?)

7.1.1. Background Type of platforms: private social networks, prof. social networks, microblogging • Goals of brand presence and interactivity is to increase brand value (trust)

7.1.2. Scope • Time: 2010 Social Media Platforms: Facebook, Hyves, LinkedIn, Twitter • Brands? Zappos via twitter • Brand Value Trust