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Social and Behavioral Sciences Commons

Open Access. Powered by Scholars. Published by Universities.®

University of Tennessee, Knoxville

2014

Communication

Communication

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Full-Text Articles in Social and Behavioral Sciences

Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith Dec 2014

Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith

Masters Theses

This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …