Joseph Cenni

With the explosion of social media marketing over the last five years, my research focused on strategies that organizations were using to build brand awareness and increase sales through Instagram, TikTok, and Facebook. Initially focused on the U.S. market, it became apparent that broadening the research to a global perspective was going to provide more data and differing approaches to branding and sales. Using ASU’s outstanding library of articles, I focused on fifteen articles as my basis for research and analysis.

 

The articles ranged from lengthy scientific consumer marketing approaches to shorter example-based analysis. Each article was analyzed for analytical measures used, audience definition, and platforms evaluated. After analyzing each article, I wrote a synopsis for a non-technical audience on the benefits and drawbacks of the variety of approaches. Each article was clearly cited giving credit to the authors and summarized concisely for a non-technical audience.

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With the summaries provided, an organization of any size can easily compare branding and sales approaches that were analyzed across the articles including audience development, branding methodologies – influencers, celebrities, communities, and calls to action for sales – discounting, promotional pricing, and giveaways.

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