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Exploring the publics' responses to inspirational social media marketing campaigns through content analysis : a case study - #LikeAGirl by Always

Arens, L. (2020) Exploring the publics' responses to inspirational social media marketing campaigns through content analysis : a case study - #LikeAGirl by Always.

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Abstract:Introduction: Although a first conceptual link has been drawn between the psychological process of inspiration and marketing literature, the responses by the public to inspirational social media marketing campaigns have not been explored in depth. Objectives: The primary objective of this research project was to explore the responses of individuals to the inspirational social media marketing campaign #LikeAGirl by Always, to identify how individuals express their inspiration on social media. The secondary objective was to identify whether inspirational social media marketing campaigns foster customer engagement. Methods: 1048 comments that individuals left as a response to the Always #LikeAGirl campaign were analyzed via an extensive, human coding content analysis. Findings: It was found that individuals express their inspiration on social media by using one, or several, of the self-transcendent emotions admiration, awe, elevation, gratitude, or hope. Additionally, this research extended the existing transmission model of inspiration by Thrash et al. (2014) by finding that individuals moreover express their inspiration through a deep level of thinking concerning the campaigns content and meaning. Sociality was distinguished as an elicitor for inspiration, thus developing the conceptualization of inspiration by Thrash and Elliot (2004) within the context of social media. Lastly, customer engagement conceptualizations by Brodie et al. (2011), among others, were adjusted to include negatively connotated concepts. Conclusion: Individuals express their inspiration as a response to social media marketing campaigns by showing emotions such as admiration, awe, elevation, gratitude, or to a small extent, hope. Moreover, individuals engage in discussions about the content of the campaign and motivate other individuals to engage in behavior as shown in the campaign. This has the implication that marketers can affect the audiences behavior by creating an inspirational campaign.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/83389
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