Role of Brands in  Online Identity           Jackie Riley
Topic and Relevance   Self-presentation online and how brand identity    plays a role       Brand Identity studies menti...
Purpose and Question   Major goal to examine how users identity with    brands online   Starbucks anaylzed – Voted “most...
Methods & Results   Examined Starbucks with hashtag    #100factsaboutme   Between March 21st and April 1st
Methods & Results   Top 3 days examined       Make up 71.2% of the total posts (1,081 total)   Posts analyzed in Strati...
ResultsSnapshot of March 23    160 people commented    75% of sample identifiedSnapshot of March 22    315 people commente...
What does it do?   The relationship between self-presentation and    brand identity online   Show how users identify wit...
References(2010, January 5). Auto, Media, Game Consoles & Sports Brands Dominate the Rankings. Retrieved from    http://vi...
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Brands & Online Identity

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Transcript of "Brands & Online Identity"

  1. 1. Role of Brands in Online Identity Jackie Riley
  2. 2. Topic and Relevance Self-presentation online and how brand identity plays a role  Brand Identity studies mention brands being associated with characteristics Past studies examine Self-presentation online in reference to physical and emotional characteristics Lack of research in brand identity translating into online characteristics
  3. 3. Purpose and Question Major goal to examine how users identity with brands online Starbucks anaylzed – Voted “most engaging” online brand (viture.com, 2010; Baur, 2010; Swallow, 2010; Wee, 2010) Questions  How and do users apply Self-brand connections online?  What trends emerge if any?
  4. 4. Methods & Results Examined Starbucks with hashtag #100factsaboutme Between March 21st and April 1st
  5. 5. Methods & Results Top 3 days examined  Make up 71.2% of the total posts (1,081 total) Posts analyzed in Stratified random sample  Random 10% of each date  Posts analyze against 7 statements defining brand identity  Escalas and Bettman, 2003  Escalas and Bettman, 2005
  6. 6. ResultsSnapshot of March 23 160 people commented 75% of sample identifiedSnapshot of March 22 315 people commented 60% of sample identifiedInteresting trend Users RT others hashtags
  7. 7. What does it do? The relationship between self-presentation and brand identity online Show how users identify with brands  Results show hashtags can effect user publicizing brand identity Brand enthusiast online as well as offline Help target ads/Hashtag in ads
  8. 8. References(2010, January 5). Auto, Media, Game Consoles & Sports Brands Dominate the Rankings. Retrieved from http://vitrue.com/press-room/2010-press-releases/41-2010-press-releases/311-iphone-tops-again-in-second- annual-rankings-of-the-most-social-brands-from-vitrueBaur, D. (2010, April 28). The top 100 most valuable global brands 2010. Retrieved from http://www.social-brand- value.com/2010/04/28/the-top-100-most-valuable-global-brands-2010/Excalas, J. and Bettman, J. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389.Escalas, J. and Bettman, J. (2003). You are what they eat: The influence of reference groups on consumer connections to brands. Jounral of Consumer Psychology, 13(3), 339-348.Swallow, E. (2010, November 8). 5 Big brands that are rocking the social media space. Retrieved from http://mashable.com/2010/11/08/big-brands-social-media-2/Wee, W. (2010, June 10). Top 10 Consumer Brands on Social Media. Retrieved from http://www.penn- olson.com/2010/06/10/top-10-consumer-brands-on-social-media/

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