Page 3 - dissertation flip book

CONTENTS PAGE
ABSTRACT .......................................................................................................................................................................................................................2 LIST OF FIGURES ......................................................................................................................................................................................................... 4 LIST OF REFERENCES .................................................................................................................................................................................................5 INTRODUCTION ............................................................................................................................................................................................................6 METHODOLOGY ...........................................................................................................................................................................................................8 CHAPTER 1 - THE ZEITGEIST: TRAUMA AND THE PANDEMIC AND THE EFFECT ON CONSUMERISM ..................................................10
1. 2. 3.
Trauma Inflicted by the Pandemic .......................................................................................................................................................................11 The Effect on Consumerism ................................................................................................................................................................................12 How Brands Have Reacted ................................................................................................................................................................................13
CHAPTER 2 - IMPORTANCE OF TRUST AND TRANSPARENCY TO CONSUMER RELATIONSHIP MANAGEMENT ..............................16
1. What is Consumer Trust? .................................................................................................................................................................................17
2. How to Build Consumer Relationships ...............................................................................................................................................................18
3. PR’s role in Maintaining Consumer Trust ...............................................................................................................................................................20
CHAPTER 3- BRANDS ENGAGING IN TRAUMATIC PANDEMIC SOCIETAL ISSUES AND CAUSES OF MISINFORMATION....................22
1. Societal Issues and Brand Stances.......................................................................................................................................................................23
2. How Consumers Feel about Brands Reacting to Societal Issues .........................................................................................................................24
3. The Age of Misinformation .................................................................................................................................................................................26
CHAPTER 4- FUTURE CONSIDERATIONS OF BRANDS BUILDING TRUST DURING TIMES OF NEGATIVE PUBLIC MOOD............................................................28
1. The consumer mindset post pandemic .......................................................................................................................................................................30
2. How Brands are Innovating ......................................................................................................................................................................................31
CONCLUSION ...........................................................................................................................................................................................................................32 RECOMMENDATIONS AND FUTURE STUDIES .................................................................................................................................................................33 ANNOTATED REFERENCES...............................................................................................................................................................................................34 APPENDIX 2(SURVEY QUESTIONS) ..................................................................................................................................................................................39 APPENDIX 4 (ISABELLE SZMIGIN INTERVIEW) ................................................................................................................................................................40 APPENDIX 5 (THERAPIST 1 INTERVIEW) ..........................................................................................................................................................................42 APPENDIX 6 (THERAPIST 2 INTERVIEW) .................................................................................................................................................................