Digitalisation is an ever-growing aspect of business. Though some businesses are negatively affected by this change, many opportunities also arise for companies to exploit. To investigate the possibilities, the writers looked towards the brand resonance model to see the possibility of digitalising the model. Furthermore, Artificial Intelligence was investigated, to understand the possibilities within AI in a digitalised business world today. Most internet users stumble upon AI when browsing the internet. That is because the world's leading search engine, Google Search, uses AI.
There is much competition between companies and brands to be noticed by online users in the digital world. User experience design and user behaviour have become a top priority for brands to create and maintain the affection and awareness of the users. This user experience design is often closely connected to the world of SEO. Search engine optimisation is a practice that has become popular in recent years and involves the manipulation of websites. This is done both to appear at the top of Google Search but also to optimise the website and make it easy to manage by all users.
This thesis is made within the pragmatist paradigm, as it enables the writers to work with qualitative and quantitative methods during the analysis. This thesis utilises interviews to gain first-hand data from three SEO experts for the qualitative analysis. The interviewees were indirectly asked about the elements of the resonance model. The data is used for comparative analysis.
The quantitative analysis compared the implementations that the interviewees recommended with data from companies that had previously had these types of SEO implemented on their websites. This was done as a validation of their answers. Most of their recommendations could be validated. Based on these validations, a SEO-influenced Brand Resonance Model was created.
Lastly, the findings and how they matched with the brand resonance model were discussed. Most elements of the model contain separate SEO implementations that can be used to optimise
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these elements. Judgement could not be validated as there was a lack of data from the implementations that were recommended for this element.
This thesis can be used as a framework for easy communication between SEO specialists and marketing managers in the cooperation between brands and SEO agencies.