Social Branding für die Entwicklung einer authentischen Markenkommunikation

  • Alina Marie Redhammer

Student thesis: Bachelor's Thesis

Abstract

In today's digital world, where information acquisition is becoming increasingly fast-paced and the attention span of users is decreasing, the authenticity of a brand is of central importance. Companies or brands face the challenge of designing their brand communication in a way that not only stands out but is also authentic and relevant. Social branding, which encompasses the building and management of a brand on social media, offers a promising solution in this regard. The aim of the present study is to examine the relevance of social branding for the development of authentic brand communication. The present bachelor thesis is divided into seven parts. First, the introduction provides an entry into the research area. Then, the two main chapters on social branding and authentic brand communication follow, each providing brief interim conclusions to provide an overview of the findings. The fourth part includes the summary of insights from the expert interviews. The subsequent part concludes with the conclusion and outlook. In the sixth part, the literature sources used are listed, after which the seventh part concludes this bachelor thesis with the appendix. To answer the research question, a literature review and analysis were conducted, as well as qualitative research through expert interviews. In the course of this study, five expert interviews were conducted, and the data were collected through summarizing content analysis. The results from the theory as well as the empirical research show that social branding plays a central role or has high relevance in developing authentic brand communication. Emotionalization, storytelling, consistency in brand appearance, and community building are just a few factors that, when implemented correctly, lead to success. To communicate authentically, the shared messages should be in harmony with the company's values, which leads to credibility with the target group. To realize authentic brand communication on social media, appropriate measures must be implemented on the platforms where the target group is represented. This serves to provide users with relevant content and to create a positive brand perception.
Date of Award2024
Original languageGerman (Austria)
SupervisorMarkus Moser (Supervisor)

Cite this

'