Abstract

The purpose of this study was to explore which communication channels consumers are more likely to use when they want to provide feedback or acquire information about high-stake and low-stake brands. This research relies on the results of a survey and an analysis of the literature to gather findings. Results suggest that consumers prefer to talk more about high-stake brands than low-stake brands. They also show that consumers are more inclined to use face-to-face, Facebook, and websites to communicate experiences and acquire information about brands than other evaluated communication channels. Finally, consumers are more likely to express negative experiences than positive experiences or questions. Findings of this research provide insights to enhance the consumer-brand interactions in brand communications.

Library of Congress Subject Headings

Consumer behavior; Branding (Marketing); Mass media--Psychological aspects; Social media--Psychological aspects

Publication Date

11-18-2015

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)

Advisor

Patrick Scanlon

Advisor/Committee Member

David Neumann

Advisor/Committee Member

Adriana Bóveda-Lambie

Comments

Physical copy available from RIT's Wallace Library at HF5415.32 .R66 2015

Campus

RIT – Main Campus

Plan Codes

COMMTCH-MS

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