Evaluating the impact of social networking sites on an organisations communication strategy. The case study of improper butter

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Authors
Grace Peacock
Issue Date
2016
Degree
MSc Marketing with Digital Media
Publisher
Dublin Business School
Rights
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Abstract
This research aims to understand how consumers feel about brand communication online, and to discover it social media is impacting on the organisations current communication strategy. The analysis will be based on relevant framework developed from the analysis of the theories of communication and engagement. The data analysis is based on feedback from qualitative interviews conducted with the organisations co-founder and also two focus groups consisting of members of the target market. The research will be reinforced throughout with the appropriate literature and models.