The thesis seeked to prove ... 1) That using pull rather than push marketing when branding a musician on social media will increase the effectiveness of your branding efforts. The consumer doesn't want to be pushed into buying a musician's album or follow a musician - they want to actively decide themselves. 2) That social values are highly influential on the individual consumer on social media, and acknowledging this in your branding efforts is key. When a consumer makes the decision to follow a musician on social media or buy a musician's album, it's not just about the purchase but what the purchase represents and signifies. 3) That the distinctive features of the individual musician are highly valuable in the process of branding the musician. If you can manage to identify what makes one musician stand out from all the others, e.g. certain personality traits or a unique style, this will make it easier for the musician to stand out in the "online clutter". 4) That visual marketing is essential to utilize in your branding efforts today. The immense popularity of visual features such as GIFs and emojis as well as video on social media is testament to their efficiency in a branding content.
The thesis received an A.