Abstract:
After reading a variety of studies, the authors of this study came to realize that there is no study to analyze the alignment between Samsung Mobile’s online communication and its users through STM. Hence, the contribution of our study is to measure to what extent the product identity communicated in advertisement campaigns that are proposed by Samsung mobile on their social media profiles are aligned with what users communicate about the product?
Research questions:
● To what extent the product identity communicated in advertisement campaigns which are proposed by Samsung mobile on their social media profiles are aligned with what users communicate about the product?
● Was Samsung mobile’s online communication for the Galaxy S21 product successful?
● How to measure the success of online advertisement of a product through social media?
● How and in which terms users are aligned to the advertisement campaigns of GalaxyS21?
