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    Mohit Dhanawat
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    This dissertation synopsis examines the changing relationship between brands and consumers with reference to social media. The research questions explore how social media has changed how people and brands use this new form of media. The methodology will involve literature reviews and case studies of how companies have used social media and its impact. The literature review will examine a case study of the Obama presidential campaign's use of social media.

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    This dissertation synopsis examines the changing relationship between brands and consumers with reference to social media. The research questions explore how social media has changed how people and brands use this new form of media. The methodology will involve literature reviews and case studies of how companies have used social media and its impact. The literature review will examine a case study of the Obama presidential campaign's use of social media.

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    13 views3 pages

    Symbiosis Institute of Management Studies

    Uploaded by

    Mohit Dhanawat
    This dissertation synopsis examines the changing relationship between brands and consumers with reference to social media. The research questions explore how social media has changed how people and brands use this new form of media. The methodology will involve literature reviews and case studies of how companies have used social media and its impact. The literature review will examine a case study of the Obama presidential campaign's use of social media.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
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    Download as docx, pdf, or txt
    of 3

    Symbiosis Institute of Management Studies

    Dissertation Synopsis

    Topic: The Impact of the changing relationship of Brand and


    consumer with reference to Social Media

    Faculty – Dr. B.R. Londhe

    Presented By
    Mohit Dhanawat
    MBA 2A -32
    PRN NO-09020441287

    CONTENTS
     Executive Summary
     Research Questions
     Research Methodology
     Literature Review
    EXECUTIVE SUMMARY
    The primary purpose of this research is to explore and understand to what extent has social media
    changed and is continuing to change the relationship between a Brand and Consumers. With the ever
    growing demand for social media every company is entering into this from of marketing. The invention
    of the Internet and rise of digital media has had such a profound effect on society that it can be seen not
    just as a technological revolution, but a cultural one too.

    RESEARCH QUESTIONS
    1. What exactly is Social Media?
    2. How do people use Social Media?
    3. What have brands done to adapt to this new form of media environment?
    4. What succeeded and what didn’t?
    5. How can this information be used by brands to create a guideline while using social media?

    RESEARCH METHODOLOGY
    Research using various literature reviews and live case studies that companies have actually
    implemented and its impact to the brand and its customer.

    LITERATURE REVIEW
     Case Study: Obama Presidential Campaign

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