Rules of Engagement; Research Paper
In today’s society, technology has changed the way that businesses interact with consumers. The purpose of this project is to research the level of interaction that traditional-aged college students prefer when communicating with businesses online. This paper explored what young consumers expect to see from brands on social media, specifically Twitter. Should the voice be scripted or unscripted? Does the younger generation prefer companies to be authentic or filtered? The investigative methods utilized to help understand how businesses should be targeting young consumers online included primary and secondary research. The research study began with a literature review by reviewing a collection of articles from scholarly journals on similar topics
already explored and researched. As for primary research, a content analysis of four major companies was conducted on Twitter from January 23, 2017 to February 20, 2017 by comparing how each brand develops a voice on social media and if consumers react positively or negatively. Through conducting two focus groups with select college students from Florida Gulf Coast University, data was collected and explored to test the research questions. The intent of this study is to contribute to the existing body of knowledge of expectations by young consumers of a brand’s voice on social media, and assist businesses in effectively targeting and engaging younger consumers online.
#DiscoverArthrex; Social Media Campaign
Caroline Haney 