Universiti Teknologi Malaysia Institutional Repository

Vaccine media development after epidemic

Huang, Xi (2022) Vaccine media development after epidemic. Masters thesis, Universiti Teknologi Malaysia, Azman Hashim International Business School.

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The action research is novel coronavirus pneumonia based on the discussion of the changes in the media industry of the vaccine industry after the outbreak of the new crown pneumonia. The research object selected in this paper is we media, which has excellent performance in this industry. This research pays more attention to "building a more influential we media in the industry through the brand building of the media, and improving the brand awareness after the implementation of the intervention", And "the suggestion is to improve the overall influence of the company in multi-dimensional, multi platform and multi-channel, so as to create a high brand awareness and finally create a circle culture". The method of this study is the mixed method, which is divided into two stages. The first stage is the qualitative method used in the first stage, and the second stage is the quantitative analysis. In the analysis process, NVivo software, SPSS and t-test are used respectively. The two stages are used to determine the problems to be studied in this paper, Put forward corresponding intervention measures. According to the values after the intervention, there are obvious differences before and after the intervention. The quantitative and qualitative analysis results of this study also show a good trend after two cycles of intervention, which indicates that the research has achieved the final three goals. If you need to achieve relatively good influence, you need a sustained brand voice. Therefore, if you need to carry out corresponding research in the later stage, you should make corresponding matching according to the latest situation affected by the environment. In this way, you can achieve sustained media influence.

Item Type:Thesis (Masters)
Uncontrolled Keywords:brand awareness, qualitative analysis, media influence
Subjects:H Social Sciences > H Social Sciences (General)
ID Code:102439
Deposited By: Yanti Mohd Shah
Deposited On:28 Aug 2023 06:37
Last Modified:28 Aug 2023 06:37

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