Student Theses and Dissertations
Date of Award
Spring 6-1-2023
Document Type
Thesis
Degree Name
Master of Arts (MA)
Program of Study
Communication - Corporate Communication
Language
English
First Advisor
Stuart Davis
Second Advisor
Allison Hahn
Abstract
This study focuses on the rise of corporate brands on social media and the resulting identity issues. Four marketing and PR professionals were interviewed for this study utilizing oral history as qualitative research method. People were selected for membership based on their networks and reputations as authorities in their respective fields. All the discussions were recorded on Zoom with everyone's consent. All four participants brought varied expertise and experience in social media marketing and management to the discussion. They were picked because their backgrounds fit the study's goals best. Open-ended questions were used to elicit responses to personal experiences, issues, and strategies for using social media to increase brand awareness and loyalty. The study also uses oral history to discover more about the backgrounds and perspectives of the participants. This technique gradually illuminates the complexity and promise of social media marketing and management. Interviews were transcribed and analyzed to find recurring themes and ideas for more research. The expansion of corporate brands on social media, worries about brand identities, and the advantages and difficulties of social media marketing and management are some of the most visible problems. The results emphasize the significance of social media in promoting corporate brand expansion by offering a venue for the exchange of concepts and methods that have previously been successful. Brand identification issues also come up during the interviews, highlighting the importance of consistency and authenticity in the digital sphere. The importance of using oral history techniques to gather in-depth information about the realities and worldviews of marketing and communication professionals is emphasized by this study.
Recommended Citation
Lestrade, Linelle C., "Social Media in the Corporate World" (2023). CUNY Academic Works.
https://academicworks.cuny.edu/bb_etds/164