SEU Impact of Social Media Communication on Customer Views of Brands Report

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Business Finance

Saudi electronic university

Description

Background:

The purposes of this paper are for you to focus on a specific area of communication research, determine a research gap, and propose a research study that would fill that gap.

IMPORTANT: Yours MUST be a Communication topic!

Instructions:

In general, you should:

  1. Select a context (interpersonal, media, cultural, etc.) and at least two variables that you would like to research. Define these variables conceptually, citing previous research when necessary.
  2. Summarize results from previous research (journal articles) about your topic.
  3. Develop an argument for your research, where you justify that your research topic is worthy of investigation. Why should this research be conducted? Where is the “gap” in research?

More specifically, your paper should have the following format:

Introductory paragraph(s) (Do NOT use a heading)

  • In 1-2 paragraphs you should introduce your topic, and briefly justify the selection of your topic within the study of communication. Cite some articles. What has past research missed about your topic (i.e, the “however…” statement for your gap)? Also, write a clear purpose statement of this paper (“The purpose of this paper is . . .”) and then preview the main points of the paper.

Minimum of three main body paragraphs (Use Research Background heading.)

  • Here you should first identify your variables and define them conceptually (cite articles); be sure to label them as independent and dependent. What specifically are the variables? Second, present your research argument in more detail. What has past research discovered about your topic (cite previous results from articles)? What still needs to be studied about your topic (gap)? End this section with at least one hypothesis using the format we learned in class. See the Writing Hypotheses Guide above.

Conclusion paragraph(s) (Use Conclusion as a heading.)

  • Here you should summarize the paper and give a concluding statement of the gap that you suggested in the paper. Also, explain how investigating this communication topic might benefit the communication discipline. Argue why your research study is necessary. Cite articles.

Minimum Requirements:

  1. This paper should be typed, double‑spaced, 1 inch margins, 12 pt font.
  2. This is a 1000-1500 word paper (plus Title and References pages).
  3. Include a title page (with your paper’s word count) and a References page
  4. Cite a minimum of 3 COMM journal articles as primary sources (“A” papers will cite more). You are allowed one secondary citation (citation within a citation) for this paper.
  5. Write in the third person. Avoid first person (“I”) writing. Write formally, not conversationally.
  6. Following the format closely.
  7. Clarity of your research argument. How well you present the “gap” in research.
  8. Grammar, spelling, writing style, APA style.

Unformatted Attachment Preview

Nominal Independent Variable Template for Writing Hypotheses 1. First, determine the independent variable. Nominal? 2. If yes, simply fill in the blanks based on the following (you may have to alter or rearrange some of your words). If no, then use the next page. A. For the Null Hypothesis: There is no difference between (the first category of the independent variable) and (the second category of the independent variable) with respect to (the dependent variable). Example: Independent Variable: type of college major (COMM or non-COMM) Dependent Variable: self-disclosure (amount) HO: There is no difference between COMM majors and non-COMM majors with respect to their amount of self-disclosure. B. For One-Tailed Hypotheses: (the first category of the independent variable) have/are more [or less/greater/lower/ etc.] (the dependent variable) than (the second category of the independent variable). Example: H1: COMM majors have greater self-disclosure than non-COMM majors. OR H1: COMM majors have less self-disclosure than non-COMM majors. C. For Two-Tailed Hypotheses: There is a difference between (the first category of the Independent variable) and (the second category of the independent variable) with respect to (the dependent variable). Example: H1: There is a difference between COMM majors and non-COMM majors with respect to their amount of self-disclosure. Continuous Independent Variable Template for Writing Hypotheses 1. First, determine the independent variable. Continuous? 2. If yes, simply fill in the blanks based on the following (you may have to alter or rearrange some of your words). If no, then use the previous page. A. For the Null Hypothesis: There is no relationship between (the independent variable) and (the dependent variable). Example: Independent Variable: a person’s age (amount) Dependent Variable: self-disclosure (amount) HO: There is no relationship between a person’s age and their amount of self-disclosure. B. For One-Tailed Hypotheses: There is a positive [or negative] relationship between independent variable) and (the dependent variable). (the Example: H1: There is a positive relationship between a person’s age and their amount of self-disclosure. OR H1: There is a negative relationship between a person’s age and their amount of self-disclosure. C. For Two-Tailed Hypotheses: There is a relationship between (the independent variable) and (the dependent variable). Example: H1: There is a relationship between a person’s age and their amount of self-disclosure.
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Explanation & Answer

Attached. Please let me know if you have any questions or need revisions.

Running head: SOCIAL MEDIA AND CUSTOMER VIEWS OF BRANDS

Impact of Social Media Communication on Customer Views of Brands
Name
Institution Affiliation

1

SOCIAL MEDIA AND CUSTOMER VIEWS OF BRANDS

2

Impact of Social Media Communication on Customer Views of Brands
The media have encountered a significant transformation in the last few years. Recent
studies shows the size of internet users is over 2 billion, which accounts for a relatively large
percentage of the world’s population (Rimal, Chung & Dhungana, 2015). Further, out of seven
individuals world-wide, one is a Facebook user, and the most significant proportion of internet
users visit one or more social network platforms. Because of social media's popularity, there is a
need for marketing managers to comprehend online customer behavior (Rimal, Chung &
Dhungana, 2015). Brand managers and other stakeholders have little knowledge of the effect of
social network communication on the manner in which the consumers view the company's brand.
There have been numerous studies focusing on social media and businesses. However,
despite the surge in scientific studies on social media, there is still limited knowledge on how
user-generated and company-created social media communication impacts consumer behavior
and their perception of the company’s brand (Rimal, Chung & Dhungana, 2015). This is of great
importance because the communication form is guided by the organization, while the other one
is not dependent on the company's control. To bridge this gap, this study aims to ass...


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