NGUYEN_918613_MECM30016_ResearchReport.docx - 1 Topic 1 Comparative Brand Report A Comparative Brand Report on KFC and Pizza Hut Vinh An Nguyen(918613

NGUYEN_918613_MECM30016_ResearchReport.docx - 1 Topic 1...

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1 Topic 1: Comparative Brand Report A Comparative Brand Report on KFC and Pizza Hut Vinh An Nguyen (918613) Digital Media Research (MECM30016) Tutor: William Lukamto and Callum Jones University of Melbourne
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2 Contents Introduction .................................................................................................................................... 3 Method ............................................................................................................................................ 4 Content analysis ......................................................................................................................... 4 Sentiment analysis ...................................................................................................................... 6 Social network analysis .............................................................................................................. 6 Ethical considerations ................................................................................................................ 7 Results and Discussion .................................................................................................................. 7 Content analysis ......................................................................................................................... 7 Sentiment analysis .................................................................................................................... 10 Social network analysis ............................................................................................................ 14 Conclusion .................................................................................................................................... 20 Critical reflections ........................................................................................................................ 22 Content analysis ....................................................................................................................... 22 Sentiment analysis .................................................................................................................... 22 Social network analysis ............................................................................................................ 23 References ..................................................................................................................................... 25 Appendix A ................................................................................................................................... 29 Appendix B ................................................................................................................................... 30
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3 Introduction Nowadays, online marketing using social networking sites like Twitter has resulted in the accomplishment of several brands, consisting of food brands (Tsimonis and Dimitriadis 329). These brands have used social media channels, especially Twitter, widely and effectively to promote their products and sales (Mangold and Faulds 358). First, food brands utilise online social media platforms like Twitter to collect user-created responses such as complaints and opinions to launch new products and services (Smith et al. 102). Next, food brands encourage customers to actively communicate and share their experiences with other people on Twitter, either positively and negatively. Hence, there will be more people knowing about the existence of the brand (Ashley and Tuten 15). This is such an efficient way for brands to interact with customers economically and quickly, and for information to be distributed faster through the effect of eWOM 1 (Jansen et al. 2169). Then, food brands also utilise Twitter to provide customers with high-quality customer service, thus leading to positive sentiments towards the brands and strong customer-brand relationship (He et al. 464). Nonetheless, online marketing is still a fairly modern strategy (Mangold and Faulds 357) and has not been fully understood (Hoffman and Fodor 41). Consequently, it is necessary to further investigate the use of brands on Twitter for marketing purposes. This will help develop branding strategies on social media channels, especially on Twitter, for food and beverage brands. The current study aims to extend the understanding of Twitter marketing strategies by making a comparison between the way how two popular and rapidly-developing fast food brands: Kentucky Fried Chicken (KFC) and Pizza Hut use Twitter. Both brands are subsidiary companies of the mother company Yum!Brands located in America. KFC is the biggest fast-food 1 electronic Word of Mouth
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4 chicken chain in the world that particularises in fried chicken. It now has more than 22000 restaurants in 135 different countries (“Yum! Brands”). Besides, Pizza Hut is the biggest fast- food pizza chain in the world that particularises in pizza, pasta, etc. It now has more than 18000 restaurants in 100 different countries (“Yum! Brands”).
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