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Can social media be used to revitalize faded brands? : a case study of the Old Spice "The man your man could smell like" social media campaignEgbunike-Awachie, Odna 21 July 2012 (has links)
This study examined Procter & Gamble’s attempts at the use of social media in revitalizing the Old Spice brand of products. Old Spice, which had witnessed declined sales and market share, was observed to transform and become ranked among P&G’s super brands by the conclusion of the social media campaign.
Previous studies relied on the diffusion of innovations theory in the explanation of the observed phenomena. However, this project draws on the ideas of the strength of weak ties hypothesis and the diffusion of innovations theory to explain the observed process. Research findings give evidence of how new technologies like social media, have redefined how brands engage with consumers, and spread the word electronically about brand uniqueness and dominance. Findings also revealed that brands considered to be old could leverage on social media in recreating consumer awareness of the positive qualities of the product as against the retrenchment of the product line. / Access to thesis permanently restricted to Ball State community only. / Department of Journalism
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Social media and weather warnings : exploring the new parasocial relationships in weather forecasting / Title on signature form: Social media and weather warnings : exploring the new parasocial relationship in weather forecastingKlotz, Adam M. 08 July 2011 (has links)
The emergence and popularity of mobile and social media have transformed the nature of
the parasocial relationship between weathercaster and audience. Two experts and nine television
viewers were selected for qualitative interviewing via non-probability sampling to gain an
understanding of how respondents’ growing use of social media and other emerging media has
impacted the relationship with the local television weathercaster. Additionally, these interviews
explored the ways in which these relationships have ultimately changed how viewers receive
weather warnings. Storms producing strong straight-line winds and multiple tornadoes in the Fort
Wayne, Indiana television market provided a case study that illuminated the role of trust in the
complex relationships between weather forecasting and new social media. Mobile and social
media have increased the weather forecasters’ influence over the audience, while quickly
allowing them to provide severe weather warnings.
This study demonstrates the popularity of social media among diverse age groups and
that user demographics do not indicate any level of social media literacy. Second, as the literature
suggests, this study confirms users’ trust in their weather forecasters as well as the informationseeking
behavior displayed during severe weather. Third, this research finds that social media has
transformed parasocial relationships. Finally, this study suggests that stations have not recognized
nor taken advantage of these new parasocial relationships, and that they can do so by promoting
TV personalities’ online social profiles. / Introduction -- Literature review -- Methods -- Trust, weather forecasting and social media -- Online presence -- Conclusion. / Department of Geography
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