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

No Thumbnail Available
Grace Peacock
Issue Date
MSc Marketing with Digital Media
Dublin Business School
Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
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.