CMN 2101 Lecture Notes - Lecture 7: Dhow, Relationship Marketing, Content Analysis
18 Sep 2017
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> the message must have meaning within it. > frequency of messages of campaign is ^^ > second layer is latent content - underlined hidden - not very apparent and subliminal messages. Article: professional son twitter - draws these 3 to study. All these 3 literatures are brought together. To satisfying users - trying to understand this. Its relationship marketing because nfl teams etc are all online and interacting. Content grati cations - potential to salsify users through grati cations. 3 step sequential mixed method approach - exploratory design. 1 in-depth interviews 2 content analysis 3 online survey. 193: in-depth interviews - gaol to provide diff social media platforms an dhow each platforms is used by teams - expert interviews. Content analysis: qualitative ndings from interviews- 6 step content analysis - putting tweets into categories. Table 2 - 6 steps are there - ex content analysis. De ning problem, selecting media and sample (the teams)
