University of Twente Student Theses
From Content to Connection : Creating Communication Strategies for Manufacturing Companies Using Social and Traditional Media to Increase Brand Awareness Among Potential Technical Talent
Heetcamp, D. van den (2024) From Content to Connection : Creating Communication Strategies for Manufacturing Companies Using Social and Traditional Media to Increase Brand Awareness Among Potential Technical Talent.
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| Abstract: | The aim of this study was to investigate communication strategies that can be employed by manufacturing companies using traditional and social media to increase brand awareness among potential technical talent. To indicate communication strategy preferences, social as well as traditional media usage, and preferences as well as consumption of content were examined among technical employees of an electronics manufacturing company, located in the Netherlands. The company wants to know how they can best address new technically educated employees. Furthermore, the influence of attitude towards media on media usage was investigated. A quantitative study was performed including a survey to get an insight into the media usage, attitude towards media, interests as well as preferences regarding topics, formats, and types of content among technical employees. The results showed that social media platforms are used by the majority of the respondents, while traditional forms of media are used by less than half of the participants. Popular social media platforms were YouTube, Facebook, and Instagram, while online versions of national and local newspapers were the most popular among the respondents regarding traditional media. Furthermore, video content of less than 10 minutes was preferred by the majority of the respondents for both media platforms as well as informative and entertaining content. Sports, news, technology, traveling, and food were popular topics of interest. Additionally, attitude towards media was found to significantly influence media usage. Overall, based on the results of this study, communication strategies can be created that align with the media usage, preferences, and consumption of content of the target audience, which are expected to be successful with regard to improving brand awareness. Although, since this study only included technical employees of a company located in the Netherlands, the generalizability of the results is limited due to the specific sample. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/100548 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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