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Sections
« prev | next »- Executive Summary
- Introduction
- 1. Introduction and Background
- 1.1 Company Background and Information
- 1.2 Previous Brand Communication
- 1.2.1 Business Positioning For the Future
- 2. Aim and Objectives
- Aim:
- Objectives:
- 3. Literature Review
- 3.1 Push vs. Pull Models and the Evolution of the Internet & Web 2.0
- 3.2 Creating and Sharing Content and Viral Marketing
- 3.3 Media, Narrative and Brand Engagement
- 3.4 Content Spreading and Communities
- 3.5 Criticisms to the Literature
- 4. Literature overview
- 5. Methodology
- 5.1 Research Philosophy
- 5.2 Research Approach and Strategy
- 5.2.1 Focus Groups
- 5.2.3 Participant Observation
- 5.3 Evaluation Methods
- 5.4 Limitations and Difficulties
- 6 Analysis and Findings
- Focus Groups
- 6.1 Hair
- 6.1.1 Hair Rituals and Possessions
- 6.1.2 Hair and the mood
- 6.1.2.1 Hair and the Outfit
- 6.1.2.2. Hair, Time and Place
- 6.1.3 Hair, Exploration and Influence
- 6.2. Media
- 6.2.1. Information Overload
- 6.2.1 Sharing, Engaging and Relationships
- 6.2.2.1. Deal Breakers in Social Networks
- 6.2.2.2. Sharing Content with Friends
- 6.2.2.3. Liking and Commenting
- 6.2.2.4. Offline to Online
- 6.2.2.5. Seeking and Creating Meaning
- 6.2.2.6. Shows and the Ritual
- 6.2.2.7. Narrative Engagement
- 6.2.3. Technology and its Effects
- 6.2.3.1 Convergence
- 6.2.3.1 Limitations and Envy
- Observation
- 7. Conclusions and Recommendations
- 7.1 Conclusions
- 7.2 Recommendations
- 8. Reflection and the Future
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