DSpace at Bangkok University >
Graduate School >
Master Degree >
Independent Studies - Master >
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
|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.
|