Investigating the impact of social media on brand perspective: The case study of The Body Shop

By

ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends and family for the support that they provided me, and their belief in me as well as the guidance that they provided to me, without which I would have never been able to do this research.



DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, and this thesis/dissertation has not been submitted for any examination at academic as well as professional level, previously. It is also representing my very own views and not essentially those which are associated with the university.

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ABSTRACT

In this study, we explored the concept of social media and its application in the contemporary world of business. The phenomenon of social media was discussed in a holistic context and we tried to gauge the overall effect of the said phenomenon on increasing the brand value and personal brand value of businesses. The research also carried explored many concepts related to brand value and discussed some of the models of branding for better comprehension. Last, the research gives a succinct analysis and conclusion about the use and importance of social media for increasing brand value. The importance of social networks may be more evident when considering the beneficial effects they have on the participants the general welfare. In fact, several studies have concluded that social relationships within social networks positively influence news coverage. Cohen, Gottlieb, and Underwood suggested that these beneficial effects occur as a result of two possible processes. The first process involves the participation in the exchange of social resources (e.g. emotional sources, informative or operational support) in situations where participants are in need of support, such as life experiences associated with stress acute or chronic (e.g., illness, developmental transitions, addiction). The second possible process is the involvement in social interactions that are not open for the exchange of support, but nevertheless valid participant's identities and experiences, and has a positive influence on participant's self-concept, esteem and the sense of personal control. In other words, participation in one or more relationships in social networks, whether in times of stress or otherwise, can affect cognitions, emotions, behaviors and biological responses in ways that improve welfare.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background to the Study1

Rationale for the Study1

Company profile (The Body Shop)2

Significance of the Research2

Aims and Objectives3

Research Questions3

CHAPTER 2: LITERATURE REVIEW4

Business brand value4

Measuring the value of a brand5

Financial-oriented approaches to Brand Value8

Cost-oriented brand valuation9

Income Value-oriented brand valuation9

Price premium-oriented brand valuation10

Brand loyalty11

Other advantages of brand12

Social media and Branding13

Personal Branding15

CHAPTER 3: METHODOLOGY17

Research Design17

Data Collection17

Data Analysis18

Literature Selection Criteria18

Ethical Concerns18

Reliability/Dependability20

Validity22

CHAPTER 4: DATA ANALYSIS AND FINDINGS23

What influences brand value?25

Behavior Scientifically-oriented models25

The affects of participation26

Benefits of participating27

News media and social networking sites31

Social networking news32

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS36

Brand value according to Keller38

The brand equity model of Aaker38

Awareness of the brand name and trademark symbol39

Group of associations39

The New Marketing Paradigm39

Social Media41

Recommendations42

REFERENCES45

CHAPTER 1: INTRODUCTION

Background ...