Constructing brand loyalty via social networks

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dc.contributor.advisorIrwin, Ronalden_ZA
dc.contributor.authorStruben, Sarah-Anniqueen_ZA
dc.date.accessioned2015-07-03T08:32:03Z
dc.date.available2015-07-03T08:32:03Z
dc.date.issued2014en_ZA
dc.descriptionIncludes bibliographical references.en_ZA
dc.description.abstractIdentifying the construction of brand loyalty via social networks requires an analysis of the information sharing of a product or brand amongst a social network, therefore indicating the strength of the brand loyalty members of a social network not only have towards a brand, but also promote to other members of the same social network. This exchange of information amongst social network members is called ‘homophily’, where “similarity breeds connection” (McPherson, 2001, p.415). In order to determine the strength of brand loyalty amongst a social network, a qualitative study was performed on a sample of consumers from the ‘digital age’ generation (Castells, 2010, p.xviii), examining the extent of information exchange via social media as well as via the social networks. In addition to this a minor case study was conducted where participants were asked a serious of questions that pertained to a specific brand, that of Woolworths. This was done in order to determine the strength of the brand loyalty they had for a particular brand that may then be theoretically applied on a general scale. As a result the strength of their brand loyalty was determined, indicating whether or not brand loyalty can be constructed via social networks. On the whole it can be determined that social networks play a strong role in the development of brand loyalty, particularly as it pertains to the current digital generation. Keywords: Social Network, Habitus, Purchase Behaviour, Networked Society, Brand Loyalty, Consumer satisfaction, Homophily, Brand Trustworthinessen_ZA
dc.identifier.apacitationStruben, S. (2014). <i>Constructing brand loyalty via social networks</i>. (Thesis). University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies. Retrieved from http://hdl.handle.net/11427/13348en_ZA
dc.identifier.chicagocitationStruben, Sarah-Annique. <i>"Constructing brand loyalty via social networks."</i> Thesis., University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies, 2014. http://hdl.handle.net/11427/13348en_ZA
dc.identifier.citationStruben, S. 2014. Constructing brand loyalty via social networks. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Struben, Sarah-Annique AB - Identifying the construction of brand loyalty via social networks requires an analysis of the information sharing of a product or brand amongst a social network, therefore indicating the strength of the brand loyalty members of a social network not only have towards a brand, but also promote to other members of the same social network. This exchange of information amongst social network members is called ‘homophily’, where “similarity breeds connection” (McPherson, 2001, p.415). In order to determine the strength of brand loyalty amongst a social network, a qualitative study was performed on a sample of consumers from the ‘digital age’ generation (Castells, 2010, p.xviii), examining the extent of information exchange via social media as well as via the social networks. In addition to this a minor case study was conducted where participants were asked a serious of questions that pertained to a specific brand, that of Woolworths. This was done in order to determine the strength of the brand loyalty they had for a particular brand that may then be theoretically applied on a general scale. As a result the strength of their brand loyalty was determined, indicating whether or not brand loyalty can be constructed via social networks. On the whole it can be determined that social networks play a strong role in the development of brand loyalty, particularly as it pertains to the current digital generation. Keywords: Social Network, Habitus, Purchase Behaviour, Networked Society, Brand Loyalty, Consumer satisfaction, Homophily, Brand Trustworthiness DA - 2014 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2014 T1 - Constructing brand loyalty via social networks TI - Constructing brand loyalty via social networks UR - http://hdl.handle.net/11427/13348 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/13348
dc.identifier.vancouvercitationStruben S. Constructing brand loyalty via social networks. [Thesis]. University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies, 2014 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/13348en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentCentre for Film and Media Studiesen_ZA
dc.publisher.facultyFaculty of Humanitiesen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherFilm and mediaen_ZA
dc.titleConstructing brand loyalty via social networksen_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMAen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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