social media usage in brand marketing

SOCIAL MEDIA USAGE IN BRAND MARKETINGGROUP 3: Gabi Browne, Rahel Gebremeskel, Sabrina Husain, Charlotte Steddum, Paige Warmus

Principle FindingsCollege students interact with brands on

Facebook and Twitter

What types of brands do students follow?

Music (30%) News (29%)

Top 3 brands UNC students follow:1.

2.

3.

Recommendations: Keeping up with the Millennial generationBrands should update their websites (e.g.,

tweets) as often as new information becomes available

Why?The number one reason students like/follow a brand is for news and

information40% of students use Twitter on a

daily basis

Recommendations: The Importance of Music and News Brands

Music and news companies should especially have an engaging presence in

social media

Why?Music and news companies are the types of brands students are most interested in

following/liking

LimitationsMore research should be conducted to determine if results are representative of UNC students and college students as a whole

76% participants women, 24% men

Limitations Convenience sample, with quota

sampling Cannot prove causality

Goal

Research Question 1: Do students at UNC-Chapel Hill use

Facebook and/or Twitter?

Research Question 2: What brands are most followed or liked

on Twitter and Facebook by students at UNC-Chapel Hill?

Research Question 3: What are the incentives for students to

follow or like brands on Twitter and Facebook?

Methodology - WhoCollege Students at UNC-Chapel HIll

Methodology - WhatOnline Survey using a Convenience

Sample

Methodology - How

We focused on answering three questions:- Are UNC students using social media?- Are they interacting with brands on social media?- What are their reasons or incentives for

this interaction?

Methodology - How

Specifically, 5 broad categories for brands:

Music, Sports, Technology, News and Government

6 Reasons/Incentives for Interaction:

News & Information, Coupons & Specials, Job & Internship Opportunities,

Entertainment, Interaction, and Brand Loyalty

ResultsOur Sample Convenience sample of UNC students

76% female, 24% male

ResultsDefining a Brand

We used the American Marketing Association definition of "brand"

"A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those other sellers."

ResultsBrand Involvement

An overwhelming majority use social media daily57% like brands on FB, 44% follow on Twitter

ResultsWhat do students "like" to follow?

In addition to the top 3 write-in responses (ESPN, CNN, UNC), many students noted following retail stores.

Q12: Why do you like/follow brands?

MusicNewsSportsTelevisionOther