Enduring Social Engagement: A Case Study on Commercial Applications for Enduring Social Engagement Strategies and Brand Community Growth

Persistent Link:
http://hdl.handle.net/10150/297702
Title:
Enduring Social Engagement: A Case Study on Commercial Applications for Enduring Social Engagement Strategies and Brand Community Growth
Author:
Lenhart, Nicholas R.
Issue Date:
2013
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
A comparative case analysis of two industry leaders, Red Bull and Burberry, allowed an exposition of current best practices and underlying engagement strategies with far reaching implications applicable to many industries apart from those in which each company resides. This article give an introductory look at initial engagement tactics through event marketing and new technologies before a depth analysis regarding preparing for and capitalizing on subsequent consumer engagements resulting in growing a brand community. Both companies successfully engaged their respective brand communities through event marketing and new technologies in a way that encouraged the transformation from passive members to active consumers and brand evangelists. Extrapolating the industry specific tactics each company implemented to achieve such transformation has allowed for an understanding of several best practices for social engagement utilizing new media and new technologies.
Type:
text; Electronic Thesis
Degree Name:
B.S.B.A.
Degree Level:
bachelors
Degree Program:
Honors College; Marketing
Degree Grantor:
University of Arizona
Advisor:
Schau, Hope Jensen

Full metadata record

DC FieldValue Language
dc.language.isoenen_US
dc.titleEnduring Social Engagement: A Case Study on Commercial Applications for Enduring Social Engagement Strategies and Brand Community Growthen_US
dc.creatorLenhart, Nicholas R.en_US
dc.contributor.authorLenhart, Nicholas R.en_US
dc.date.issued2013-
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractA comparative case analysis of two industry leaders, Red Bull and Burberry, allowed an exposition of current best practices and underlying engagement strategies with far reaching implications applicable to many industries apart from those in which each company resides. This article give an introductory look at initial engagement tactics through event marketing and new technologies before a depth analysis regarding preparing for and capitalizing on subsequent consumer engagements resulting in growing a brand community. Both companies successfully engaged their respective brand communities through event marketing and new technologies in a way that encouraged the transformation from passive members to active consumers and brand evangelists. Extrapolating the industry specific tactics each company implemented to achieve such transformation has allowed for an understanding of several best practices for social engagement utilizing new media and new technologies.en_US
dc.typetexten_US
dc.typeElectronic Thesisen_US
thesis.degree.nameB.S.B.A.en_US
thesis.degree.levelbachelorsen_US
thesis.degree.disciplineHonors Collegeen_US
thesis.degree.disciplineMarketingen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorSchau, Hope Jensen-
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