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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5040

Title: Textual Analysis of Content Strategy in Facebook Fanpage of Samsung Galaxy A Series during Its Launched Campaigns in Vietnam
Authors: Tran Thi Xuan Thinh
Keywords: Facebook Fanpage Content
Content Strategy
Brand Awareness
Samsung Galaxy A Series
Samsung Vietnam
Issue Date: 2021
Publisher: Bangkok University
Abstract: This study sought to examine the Facebook Fanpage content strategy used by the Samsung Galaxy A series - one of the most successive smartphone brands in Vietnam-in making brand awareness during its launch in this market. The study applied Communication Accommodation Theory and related researches to explain the strategy used to effectively communicate with the target audience of the Samsung Galaxy A series. The study deployed the Textual Analysis method to deeply study 30 posts with the highest engagement of the Samsung Galaxy A series, including Galaxy A9, Galaxy A50, Galaxy A70, Galaxy A80, Galaxy A51, Galaxy A71. The findings indicate that the type of Informational, Entertainment, and Social posts got the most engagement. Types of media format with most engagement were Photo (include Photo with the Poll format, Photo with the Vertical format, Photo with Album format) and Video. In addition, a "formula" that affects brand awareness has been proposed and It is tentative to be helpful for brand managers and practitioners to develop a content strategy for Facebook Fanpage: The Facebook post needs to cover product information, product benefits, a natural and engaging call to action, relevant hashtags, and a suitable type of media format. The author also encourages further studies on other aspects of the content strategy and brand communication to understand better how content makes brand awareness during product launched.
Description: Independent Study (M.Com.Arts)--Strategic Communications, Graduate School, Bangkok University, 2021
Advisor(s): Rosechongporn Komolsevin
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5040
Appears in Collections:Independent Studies
Independent Studies - Master

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