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Constructing brand loyalty via social networks
Includes bibliographical references.
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| Main Author: | |
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| Other Authors: | |
| Format: | Thesis |
| Language: | English |
| Published: |
Centre for Film and Media Studies
2015
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| _version_ | 1867613163656052736 |
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| access_status_str | Open Access |
| author | Struben, Sarah-Annique |
| author2 | Irwin, Ronald |
| author_browse | Irwin, Ronald Struben, Sarah-Annique |
| author_facet | Irwin, Ronald Struben, Sarah-Annique |
| author_sort | Struben, Sarah-Annique |
| collection | Thesis |
| description | Includes bibliographical references. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/13348 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:31:47.142Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | Centre for Film and Media Studies |
| publisherStr | Centre for Film and Media Studies |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/13348 Constructing brand loyalty via social networks Struben, Sarah-Annique Irwin, Ronald Film and media Includes bibliographical references. Identifying the construction of brand loyalty via social networks requires an analysis of the information sharing of a product or brand amongst a social network, therefore indicating the strength of the brand loyalty members of a social network not only have towards a brand, but also promote to other members of the same social network. This exchange of information amongst social network members is called ‘homophily’, where “similarity breeds connection” (McPherson, 2001, p.415). In order to determine the strength of brand loyalty amongst a social network, a qualitative study was performed on a sample of consumers from the ‘digital age’ generation (Castells, 2010, p.xviii), examining the extent of information exchange via social media as well as via the social networks. In addition to this a minor case study was conducted where participants were asked a serious of questions that pertained to a specific brand, that of Woolworths. This was done in order to determine the strength of the brand loyalty they had for a particular brand that may then be theoretically applied on a general scale. As a result the strength of their brand loyalty was determined, indicating whether or not brand loyalty can be constructed via social networks. On the whole it can be determined that social networks play a strong role in the development of brand loyalty, particularly as it pertains to the current digital generation. Keywords: Social Network, Habitus, Purchase Behaviour, Networked Society, Brand Loyalty, Consumer satisfaction, Homophily, Brand Trustworthiness 2015-07-03T08:32:03Z 2015-07-03T08:32:03Z 2014 Master Thesis Masters MA http://hdl.handle.net/11427/13348 eng application/pdf Centre for Film and Media Studies Faculty of Humanities University of Cape Town |
| spellingShingle | Film and media Struben, Sarah-Annique Constructing brand loyalty via social networks |
| thesis_degree_str | Master's |
| title | Constructing brand loyalty via social networks |
| title_full | Constructing brand loyalty via social networks |
| title_fullStr | Constructing brand loyalty via social networks |
| title_full_unstemmed | Constructing brand loyalty via social networks |
| title_short | Constructing brand loyalty via social networks |
| title_sort | constructing brand loyalty via social networks |
| topic | Film and media |
| url | http://hdl.handle.net/11427/13348 |
| work_keys_str_mv | AT strubensarahannique constructingbrandloyaltyviasocialnetworks |