Date of Award

5-2014

Document Type

Honors Thesis

Degree Name

Bachelor of Arts

Department

Business Administration

First Advisor

Raymond K. Van Ness

Abstract

Social media has become a focus of marketing within the past few years. Companies have changed their advertising approach to adapt to the new audience utilizing social media. Social media itself is such a vague phrase, but it encompasses Facebook, Twitter, Instagram, Pinterest, YouTube, Google+, Tumblr, and countless more websites. Throughout the course of this thesis, I look at two well-known companies, Starbucks and McDonald’s, and compare them, focusing on their social media usage. My focus is looking at how these two worldwide companies use their Facebook pages, Twitter pages, and Instagram accounts to promote their own brand image and increase awareness. Moreover, I look at the strengths and weaknesses and determine why Starbucks and McDonald’s social media is such an international success.

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