Building Brand Awareness through Social media: Juan Choconat study
Authors
de la Roche Ramos, Mayra Alejandra ; Mizerski, Krzysztof Jan
Term
4. term
Publication year
2019
Submitted on
2019-06-06
Pages
142
Abstract
This thesis examines how social media can be used to build brand awareness, using the Colombian cocoa producer Juan Choconat as a case. Its purpose is to identify the tools and practices that can support awareness building abroad. The study adopts a descriptive, primarily theoretical approach anchored in a narrative literature review of social media, branding, brand awareness and brand equity, complemented by two primary data sources: a survey of social media users to understand usage and perceptions, and a questionnaire with a company representative to capture the firm’s perspective. Framed by the shift from one-way to two- and multi-way communication, the thesis discusses how messages and content should be adapted for digital platforms and synthesizes insights into a conceptual framework linking social media practices to brand awareness. The combined analysis suggests that social media can positively influence the process of building brand awareness, particularly when content and interactions are planned to fit platform norms and audience expectations. As a descriptive study, it does not seek to quantify effects but offers practical guidance for firms aiming to grow awareness in international markets.
Dette speciale undersøger, hvordan sociale medier kan anvendes til at opbygge brand awareness med den colombianske kakaoproducent Juan Choconat som case. Formålet er at identificere værktøjer og praksisser, som kan bruges til at styrke kendskabet i udlandet. Studiet har en beskrivende, primært teoretisk tilgang baseret på et narrativt litteraturreview om sociale medier, branding, brand awareness og brand equity, suppleret af to primære datakilder: en spørgeskemaundersøgelse blandt brugere af sociale medier for at forstå brug og opfattelser samt et spørgeskema med en virksomhedsrepræsentant for at indfange virksomhedens perspektiv. Med udgangspunkt i skiftet fra envejs- til tovej/multi-vej-kommunikation diskuterer specialet, hvordan budskaber og indhold bør tilpasses digitale platforme, og samler indsigterne i en konceptuel ramme, der forbinder sociale medie-praksisser med opbygningen af brand awareness. Den samlede analyse indikerer, at sociale medier kan påvirke processen med at skabe brand awareness positivt, særligt når indhold og interaktion planlægges i overensstemmelse med platformenes normer og målgruppens forventninger. Som et beskrivende arbejde er fokus ikke på kvantificerbare effekter, men på praktiske anbefalinger til virksomheder, der ønsker at øge kendskabet internationalt.
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Keywords