Jiawen Yu | Communication, Media and Learning Technologies Design | Mathematics Science and Technology

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Communication, Media & Learning Technologies Design

In the Department of Mathematics, Science & Technology


Jiawen Yu, M.A. in Communication and Education

For decades, fast food chains and snack companies have proven themselves to be among the most sophisticated practitioners of print and TV commercial advertisement. They were also among the earliest pioneers practicing digital marketing at the advent of social media -- - database-driven platforms with user-generated content and a high degree of interaction among users. On social media platforms such as Facebook, Twitter, Instagram, Vine, and more, fast food chains like McDonald’s and soft drink companies Coca Cola are your “friends” now. Is society being influenced in a new, deeper way, perhaps a more personal levelbecause of social media campaigns specifically? This paper aims to scrutinize on the communication strategies for building and maintaining relationships between brands and consumers through social media, and specifically how a brand’s online persona can be constructed as a virtual identity when embarking on social media campaigns, and how customers on these platforms expose themselves and react to brands through confirmation bias. The paper also compares common social media strategies used by brands with the philosophical views of the nature of friendship. Patterns, strategies and conclusions of effective digital marketing communication discovered in the paper can serve brand practitioners and self-aware Consumers.

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