Analyzing conversations on social media platforms and the potential impact of brand voice

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Weiss, Jessica Diane

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With advertising tactics becoming predominantly digital, social media outreach methods have secured their place in the tool belts of many brands. This thesis discussed three objectives in showcasing how Twitter’s involvement in online conversation could help the feminine product brand, Always. On the discovery of the dropping confidence levels in young girls, Always took to Twitter to encourage girls to never quit and to pursue sports and other activities #LikeAGirl. Additionally, Social Comparison Theory and the thin-idealization were studied in media images to discuss the reasons for the low self-esteem in girls. Ending observations determined that Always and its hashtag successfully created and sustained positive conversations in social media platforms. Moreover, future consequences could be promising through changing image standards in the media as well as positive influences taking action in children’s lives.



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