项目管理PM Dissertation案例：健身品牌

小结

消费者品牌参与 (CBE) 是一个新兴概念，随着交互式数字世界和社交媒体 (SM) 的发展而重新出现。通过采用定性分析方法以及访谈的方式，本研究通过在 Instagram 的当代环境中调查健康和健身 (H&F) 品牌的 CBE，解决了文献中的这一空白。

Consumer Brand Engagement with Health and Fitness Brands on Instagram

(Title)

Abstract

Consumer brand engagement (CBE) is a nascent concept, seen to have reemerged alongside the development of the interactive digital world and social media (SM). However, a maintained focus on CBE as a strategic imperative in contributing in-depth consumer understandings has resulted in the majority of research omitting negative CBE expressions. This study addresses this imbalance by including characteristics of both positively and negatively-valenced CBE. Further, a wide exploration of brands is embedded in central CBE research, leaving the distinctions and dynamism within focal contexts unexplored. This study addresses this gap in the literature by investigating CBE with health and fitness (H&F) brands in the contemporary setting of Instagram. This exploratory study, conducting one-to-one interviews, investigates Generation Z’s perceptions towards H&F brands, aiming to address the concept’s ambiguity by understanding the key characteristics of positive and negative CBE manifestations and the subsequent consequences. Generation Z demonstrate a willingness to engage and participate with the H&F brands. Findings reveal an intensity across four prominent CBE dimensions, namely identification, enthusiasm, attention/absorption and interaction, disclosing both positive and negative expressions. This study further reveals the context dependent nature of CBE in the translation of concerns within the marketing and health psychology fields to outcomes at both the brand and consumer level. Along with a discussion of the findings above, an understanding of the theoretical and practical implications for brand strategies that aim to optimise CBE will conclude together with various future research directions.

(Dissertation全文缩略一览）

查看全文

2.JK Essay-Dissertation Sample-Consumer Brand Engagement with Health and Fitness Brands on Instagram.pdf