Examining the Cultivating Role of Social Media in Branding
Social media is a newer emerging media outlet that could serve as a good communication tool for companies,
marketers, and advertisers alike; yet, studies into the effects that social media may have on people’s perceptions is more
limited. The goal of this research study is to investigate whether or not social media has the ability to influence people’s
perceptions of brands. It applies cultivation theory to social media and specifically looks at whether or not social media can
cultivate brand affect, trust, and loyalty. As a result, this study will allow for potential understanding of how to use social media
effectively to communicate messages and where additional research can be done to better understand this newer media outlet.
Index Terms— Social Media; Cultivating Role; Brand Loyalty; Brand Affect; Brand Trust.