Social Media as a Branding Tool in Heterogeneous Organizations: A Collective Case Study Approach
Date of Award
Master of Arts (MA)
Dr. Sean Williams
Dr. Jan Holmevik
Dr. Tharon Howard
The concept of branding can be applied to an endless list of topics including products, organizations, and individuals. Just as a product line can have a brand identity, so can a university, business or non-profit. This thesis details a study on universities, businesses and non-profits and how they use social media as a branding tool. In this thesis, I provide a brief literature review, describe my methodologies, describe in detail the research of each of the three cases and finally, draw conclusions and suggest future research. This thesis ends with a list of references and additional readings that provide insight into my prior and current relevant research. My goal is to communicate that social media should be viewed as a valuable branding tool, not just frivolous communication. I hope to show the power social media can wield when used appropriately.
Dunn, Heather, "Social Media as a Branding Tool in Heterogeneous Organizations: A Collective Case Study Approach" (2010). All Theses. 773.