The impact of brand pages on social networking sites: A case study brand page of Megastar on Zingme

Abstract

Zingme and the social media are a new and popular trend within marketing communications where traditional marketing strategies do not work. The marketing potential of Zingme is huge (http://open.zing.vn/ho-tro) and there are already countless profiles and fan pages for different brands on Zingme. Some of the pages are created by the companies themselves and some of them by ordinary Zingme users or fans of the brand. When taking a closer examination, not all companies seem to have considered very thoroughly why they advertise on Zingme. Most have realized that Zingme is a good place to promote product/ service but not all have understood that the essence of being part of the social media network is to be active and to engage the users in a dialogue (http://open.zing.vn/ho-tro). Because of this many Zingme profile are not serving the role they could be; connecting with their consumers and fans and there by building long-term relationships with them.

This thesis is an investigation of the impact of brand pages on social networking sites.

To make the research question more focused I have chosen the case of Megastar brand/company

a platform for the research survey. The main research question of this thesis is:

What is the impact of brand pages on Megastar's brand page commitment in the context of Social Networking Sites (SNS)?

Zingme is probably the most popular social networking site in Vietnam right now

(http://open.zing.vn/ho-tro) and therefore I have chosen to use it as a point of departure to carry

out the research. I chose the brand Megastar, as it is a Cinemas brand that appeals to young people who are also a highly represented segment on Zingme. Further, I had been working with Zingme during summer internship and assisting to manage some pages projects on Zingme. Thus, I understand the process of development brand page on Zingme and form up this practical research idea.

Key word: Social Networking site (SNs), brand page, brand page commitment, word-

of-mouth, co-production.