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

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

Check experts > Validation model

Research question

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

1. How do we measure social media interactivity?

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




Academic steps

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, Brand Trust: The six drivers of trust, The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Citations, Development and validation of a brand trust scale, Development and validation of a brand trust scale, Clicks, Bricks & Brands by Martin Lindstrom, "Consumer trust is responsible for branding success: trust = brand.", What does trusting Brand X mean?, Giep Franzen: Relationship Building Blocks: Familiarity, Trust and Liking, Tom Chapman. (2008). Social network marketing, engagement marketing and brands., Theory Brand Trust Online, What is the model for brand trust with offline media?, Factors influencing consumer perceptions of brand trust online, Growing the Trust Relationship, "Trust is the most important factor in a brand relationship", A FRAMEWORK FOR DEVELOPING TRUST RELATIONSHIPS, Brand trust and brand extension acceptance: the relationship, Brand value Aaker 8,, Brand Equity, Brand Loyalty, repeated purchase, Perceived value (functional value, price worthiness, emotional value, social value), commitment, brand trust., customer satisfaction, involvement, Brand Awareness, Perceived Quality, Brand Associations, Brand Value, What is social media interactivity?, Danah Boyd?, Bibliography of Research on Social Network Sites, 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

Data gathering > Populate model, Hyves?, ‘Hyves bemoeilijkt social branding’ - Adformatie, Social Branding nog in Kinderschoenen - Molblog, Wave: The socialisation of brands - UM, Adformatie offline, Facebook?

Statistical analysis > Analyze relation

Interviews > Practical implications model

Crowd sourcing

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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

Research objective

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

Background, • As social media usage keeps growing, companies build a social presence and interactivity of brands with the outside world increases.,, • Goals of brand presence and interactivity is to increase brand value (trust)

Scope, • Time: 2010, Social Media, Type of platforms: private social networks, prof. social networks, microblogging, Platforms: Facebook, Hyves, LinkedIn, Twitter, Do certain platforms carry more 'trust' value than others?, Facebook, A Small World, • Brands?, Zappos via twitter, • Brand Value, Trust