Effectiveness of Corporate Branding Using Social Media: a Case of Golden Screen Cinema (GSC)

Lee, Yee Hui (2022) Effectiveness of Corporate Branding Using Social Media: a Case of Golden Screen Cinema (GSC). Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Many organizations using social media as branding tool to build the trust and reputation from the audience, clients, and stakeholder. Social media corporate branding is increasingly becoming important to organizations as digital media is cost-effective platform replacing high cost traditional media. Users are more likely to spend time on social media when attempting to purchase products, look for information or entertainment. From Webqlo’s analytic tracking cinemas' performance on social media in 2020, Golden Screen Cinemas (GSC) was the most popular among consumers. GSC admin posts the most frequently and is getting the highest reactions, shares and number of comments. The Webqlo team then searched the hashtag #HelloCannot and discovered that GSC started using it during posts to promote its Hello Cannot t-shirt and face mask. Undeniably, GSC has very high customer flow but how many of them actually choose GSC due to its social media content and its corporate branding, or both factors contribute to the buying intention. Purpose of this research is to study the users’ corporate brand attitude towards GSC, user attitudes towards GSC’s social media content, the relationship between corporate brand attitude of users towards GSC and user attitudes towards GSC’s social media content and if GSC social media corporate branding converts into consumer buying behavior. The researcher conducted quantitative research using Google Form survey questionnaire on 100 respondents from different races but majority of them are Chinese. The results findings are the social media content has effectively and positively influenced the brands attitude of the consumers towards the corporate branding which both likely lead to consumer buying behavior. Social media has efficiently facilitated the corporate branding of a company.