Impact of e-Communication on Digital Media of Swimwear Brands in New Zealand
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Authors
Gomez, Julian Weshaa
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Degree
Master of Applied Management
Grantor
Southern Institute of Technology
Date
2023-11
Supervisors
Wood, Jacob
Type
Masters Dissertation
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
e-Communication
Digital channels
Brand equity
Swimwear brands
Digital channels
Brand equity
Swimwear brands
ANZSRC Field of Research Code (2020)
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Abstract
Purpose - This research aims to explore the impact of e-communication on social and digital media on swimwear brands in New Zealand. Social and digital media have become strategic mediums for brands to obtain great economic benefits and project brand recognition. Worldwide, users join different social media platforms daily to search for products or services.
Methodology - Qualitative ethnography research was conducted, gathering data from seven managers and directors of swimwear companies in New Zealand. The data was analysed through a thematic analysis.
Results and findings - Findings indicated that New Zealand swimwear companies communicate with their users and consumers through different channels. Swimwear brands see digital channels as one of the most important means to promote their products, invest in ads, and obtain sales.
Interpretations and conclusions - Findings show that swimwear brands use different digital channels to reveal brand identity when sharing publications related to their philosophy. Also, brands achieve a large number of sales from social media, and they achieve this by connecting their digital channels with the company's website.
Recommendations - Companies should establish a monthly content grid by scheduling the content that will be posted on social media based on digital channel analytics, thus; guaranteeing consistency and constancy. Company managers should consider market research to determine what type of social media their target group uses to determine the ideal digital medium to communicate with their followers.
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