Hi! Reading dissertation based on theories related to branding can be useful to link up the context. Several dissertations are available in database like ProQuest. Thanks

Dear Adelaide Foglia ,

1) Background:

(The consumer's perspective)

Consumers around the world live an experience never experienced before: social distance, fear, uncertainty about the future etc. etc.

(The firm's perspective)

Many world companies will have a significant drop in turnover

others are fighting to survive.

2) The key question might be:

Should world brands continue to advertise during Covid-19 time?

Yes. The first reason is social responsibility (related to consumers); the second reason is that marketing will be an essential part of the company recovery (related to companies).

3) Now I suggest to determine:

a) what consumers expect to see from brands and

b) how world brands have adjusted their brand strategy in the Coronavirus time.

With reference to point b) people spending more time at home, and internet usage is significantly higher than normal. You can analyze the brand communication in social media in relation to the hashtag #stayhome.

4) (BUILD YOUR MODEL)

Select 10 top brands and analyze how they changed the brand communication during the lockdown period.

Identify which qualitative aspects occur and are common in the message they convey:

- the effort to support society (donations to covid-19's hospitals; support to their employees; )

- sense of normality

- to emphasize the true heroes of the moment such as nurses or all workers in those sectors that cannot stop even in Covid time

- the use of positive words and adjectives in the message (you can count them)

5) PRE and POST covid comparison

After that, do the same analysis for the brand communication of the same brands, during last year (select the same time window), and make a comparison to determine the differences.

Salvatore

Dear Adelaide Foglia

Your question is very clear that which framework to use for analysing those post

1. tone of voice,

2. message... and

3. Is there any specific model I can use?

4. Or, you suggest me to analyse?

You are working for analyzing how some brands have reacted to Covid-19. That should be more specific, You want to “focus on Instagram and analyze some branded posts connected to the campaign #stayhome”.

From the above questions, I have perceived that which framework to use for analyzing the post given by the respondents of the ‘Instagram’ application of social media.

Data analyzing is different from the collection of message and voices (primary data) to be decoded into numerical data to upload these into the SPSS or any packages. Kindly use the Google forms for android. It is very useful to analyse the data and to interpret the results very easy. kindly mention the brands you selected for the analysis

Using posters/images with simple understanding of cartoon images with tick mark option to select the opinion regarding Covid-19 #stayhome messages to keep the people from the coronavirus epidemic that will help you to identify the qualitative responses.

if you need any research model for this issue ask me, if possible i will do it professionally with proper set of data given by you in an excel format.

With Regards

Dr. N. Kesavan, Associate Professor of Commerce, Annamalai University, and Tamilnadu, India, [email protected]

Hai

You can cover both Instagram and Whatsapp as a medium of social media marketing and communication.

These social media marketing and communications have both positive and negative impact in conveying the message.

You can probably do research on the positive and negative impact of social media communication with regard to Stay safe stay home.

Hope this idea gives you some direction.All the best

Rather than asking questions here, i would suggest you to read relative articles and find the methods which you want.

Ali Raza Jahejo If I'm asking a question here, it's because I couldn't find the papers I was looking for, evidently.

@Adelaide Foglia i got it dear but you may corelate it with other published similar research.

i will advise you us a message. and also try using # to get similar creatives to the Nike one.

Hi,

This maybe helpful.

https://store.hbr.org/product/coronavirus-and-business-the-insights-you-need-from-harvard-business-review/10440

You can assess the different tools of communication used and assess the tone of the message on each medium.

What you need to do is read a journal related to the problem you will raise in your dissertation so that you will eventually find the theoretical literature that you will use, and the research methods and thinking framework that you will use to make your research hypothesis. Good luck.

Hello!

Greetings from Mexico.

I want to recommend you to read some reports from Kantar.

They are more from a managerial point of view, but perhaps you can get some useful insights.

https://www.kantar.com/inspiration/brands/tension-mining-and-eva-cn

https://consulting.kantar.com/blog/how-to-harness-the-power-of-instagram/

I believe that maybe Kozinets could have some useful insights regarding a netnographic analysis.

Colliander, J., & Marder, B. (2018). ‘Snap happy’brands: Increasing publicity effectiveness through a snapshot aesthetic when marketing a brand on Instagram. Computers in Human Behavior, 78, 34-43.

Hope you find it useful.

Following

@ Adelaide Fogila

Hi,

Seemingly, as far as I know, extant literature lacks the model to represent what you mention. However, you develop a theoretical framework, if you would like to. You can visit the following links that may help you get over.

1. https://www.falcon.io/insights-hub/topics/social-media-strategy/21-tips-increase-instagram-engagement/

2. https://sproutsocial.com/insights/promote-your-instagram/

3. https://neilpatel.com/blog/instagram-marketing-tips/

Perhaps you would like to look at sentiment analysis with respect to Instagram.

Article A Sentiment Analysis Tool for Determining the Promotional Su...

Some examples... Spanish clothing retail behemoth Zara has announced that they are taking a €287m hit to inventories by producing gowns and masks for patients and medical workers alike. ... French supermarket chains Monoprix & Franprix have created a new call & deliver toll-free number for the elderly only. ... Burger King has chosen to support families who are concerned about expenses and getting meals on the table. ... https://wavemakerglobal.com/wp-content/uploads/2020/03/COVID-19-Brand-Communications.pdf