Nivenia Davis_Final_Thesis_Electronic Version

The Use of Bloggers Within a Fashion Brands Content Marketing Strategy to Build Brand Equity.
1
ALCHEMY MODULE: THESIS
“An Exploratory Study To Determine How Mr
Price Used Bloggers To Produce Branded
Content To Build Brand Equity.”
NIVENIA DAVIS
A Thesis Submitted In The Partial Fulfilment
of The Requirements For The Bachelor of
Arts (Honours) Degree In Communications
Management Specialising In Brand
Communications And Leadership At Vega:
School of Brand Leadership.
SUPERVISOR: CAROLINE MUYALUKA
AZIONYA
Submitted June 2016
VEGA BORDEAUX, JOHANNEBUSRG

2
ACKNOWLEDGEMENTS
This research study was made possible by MR Price which continuously creates
innovative social campaigns within the industry which served as the inspiration
for the study. To the Promise Agency, thank you for placing great focus on
content marketing within the agency. This study was aimed at increasing my
knowledge within this communication tool in order to deliver remarkable results
to the clients we serve. Thank you to Vega Johannesburg for the knowledge
and wisdom I have learnt through my time at the campus. Finally to Caylah,
Sasa and Caroline, a special thank you for the notes and guidance through this
journey. It is much appreciated.

3
TITLE
“An exploratory study to determine how MR Price used bloggers to produce branded content to build
brand equity.”
ABSTRACT
A dynamic shift has taken place over recent years within the advertising and marketing landscape.
With the growing importance of the internet, marketing communication practices have come to a
crossroadboth within the way in whichmedia is consumedand created. This shift has causedbrands
to look for communication solutions that go beyond that of traditional mass communication practices
and one solution which has gained massive interest over recent years is content marketing. While
sufficient knowledge is available from literature on content marketing its function in the building of
brand equity is limited. Therefore the purpose of this study was to explore the way in which the use
of content marketing and more specifically the use of blogger content in a fashion brands content
strategy works to support the building of brand equity. This paper aimed to identify this – through
the use of a case study of the #MRPDenim campaign that ran on MR Price’s Facebook page which
utilised blogger content. The conclusions are based both on the findings of secondary research
presented in the literature review and primary research conducted through unobtrusive qualitative
content analysis on the MR Price Facebook page. The results indicate that a broad range of factors
are required within the formation of brand equity and that brand awareness and secondary
associations serve as the foundation upon which brand equity is built. In order to build brand equity
brands must implement marketing activities that generate the right knowledge structures from
consumers which will affect their equity positively. Through the use of the MR Price #MRPDenim
case study the research found that the use of bloggers within MR Price’s content marketing strategy
worked to create a positive sentiment around the brand and its featured denim range which
bestowed added value onto the MR Price brand. This positive attitude of respondents served as
evidence to the successful creation of brand assets which were linked to the brand which make up
its image and provided meaning to consumers.
KEYWORDS
Brand Equity, Content Analysis, Content Marketing, Digital Marketing, Fashion Bloggers and Retail
Fashion.

4
CONTENT PAGE
ACKNOWLEDGEMENTS Page 2
TITLE Page 3
ABSTRACT Page 3
CHAPTER 1: INTRODUCTION AND ORIENTATION Page 6
1.1 Introduction Page 6
1.2 Rationale Page 7
1.3 Research Problem Page 8
1.4 Research Aims Page 8
1.5 Significance of Study Page 8
1.6 Conceptualisation Page 9
1.7 Literature Review Page 11
1.8 Research Methodology Page 12
1.9 Scope and Limitations Page 14
1.10 Ethical Concerns Page 15
1.11 Statistical Sampling Page 15
1.12 Chapter Outline Page 16
CHAPTER 2: LITERATURE REVIEW Page 16
2.2 Content Marketing Page 17
2.3 Storytelling as a Medium Page 17
2.4 The Brand as the Publisher Page 18
2.5 The Changing Advertising Landscape Page 19
2.6 Content Marketing Effectiveness Page 19
2.7 Summary of Content Marketing Page 20
2.8 Bloggers Page 20
2.9 Blogging and Public Relations Page 20
2.10 The Function of Bloggers Page 21
2.11 The Role of Blogs to Consumers Page 22
2.12 The Role of Blogs to Brands Page 22
2.13 Brand Equity Page 24
2.14 BrandZ Brand Equity Model Page 25
2.15 The Link Between Blogs, Content Marketing and Brand Equity Page 27
2.16 Conclusion Page 28

5
CHAPTER 3: METHODOLOGY Page 28
3.2 Research Problem Page 29
3.3 Research Question Page 30
3.4 Research Aims Page 30
3.5 Methodology Page 30
3.6 Research Design Page 32
3.7 Population and Sample Page 32
3.8 Data Collection Page 33
3.9 Data Analysis Page 34
3.10 Reliability and Validity/Trustworthiness Page 35
3.11 Ethical Requirements Page 36
CHAPTER 4: DATA FINDINGS AND INTERPRETATIONS Page 36
4.2 Data Analysis Techniques Page 37
4.3 Sentiment from Blogger Content Page 37
4.4 The Use of Bloggers’ in Building Brand Equity Page 40
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS Page 47
5.1 Conclusion from Research Page 47
5.2 Recommendations for Future Research Page 49
REFERENCES Page 50
APPENDIX A: BLOGGERS PROFILE Page 73
APPENDIX B: BLOGGER POSTS FOR MR PRICE #MRPDENIM CAMPAIGN Page 68
APPENDIX C: RESPONDENTS COMMENTS PER POST Page 69
APPENDIX D: KEYWORD DENSITY Page 72
APPENDIX E: PLAIGARISM DECLARATION Page 73

6
CHAPTER 1: INTRODUCTION AND ORIENTATION
1.1 Introduction
“The real fact of the matter is that nobody reads ads. People read what interests them, and
sometimes it's an ad” (Gossage, 1960). The application of this statement by advertising legend
Howard Gossage holds true to the concept of the study that explored content marketing and its
importance to brands in the creation of compelling content that builds brand equity and contributes
value to the audience its serving.
Researchrefers to the search for knowledge which moves from a state of the unknown to the known
which was accomplished through the study (New Age Publishers, (2016)). Within the marketing
landscape the communication disciplines were traditionally represented within the Marketing Mix,
which is presented within further detail of the literature review of this chapter (Fill & Jamieson, (2011:
12)). The use of traditional communication tools has become largely redundant as brands are
seeking new ways to differentiate themselves within competitive markets. This has triggered a new
age of marketing disciplines that should be understood by fashion brands for the sake of remaining
relevant and delivering consistent value to consumers. Within the study one of the many new
marketing communication disciplines known as content marketing was explored with the intention of
answering the research question.
Four major trends which are affecting the current marketing landscape, as described by Newman
(2015) are: mobile, transparency, social media and content. The growth of mobile globally is on the
rise as well as within South Africa. Pursey (2016) highlights the findings of a study by World Wide
Worx which confirms this statement in its report that found 25 million people in South Africa are
active internet users and that on average South Africans’ are spending just over five hours a day
accessing the internet from laptops and computers and three hours a day from mobile phones. In
addition 11,8 million South Africans’ have active social media accounts.As mobile penetration, along
with the internet and social media sites, continues to grow consumers have more access to
information than ever before. The explosion of social media has instrumented the rise and need for
content marketing as a storytelling method that provides brands with an opportunity to engage with
their audiences on a deeper level. Thus the process of communication has been replaced from the
traditional monologue format to one that is interactive and has a dialogue (Wall, (2015: 17)).
The function of content marketing as explained by The Content Marketing Institute (2016) is to attract
and retain customers through persistently creating and curating relevant and valuable content with
the intention of altering or enhancing consumer behaviour. When assessing the claims of Keller and
Lehmann (2015: 1) the authors’ state that brands serve as markers for the offerings of an
organisation and for consumers brands should serve the function of simplifying choice, promise a
particular quality level, reduce risk and garner trust. Thus the employment of content marketing

7
within a brand’s communication practices should work to facilitate the building of mutual strong
relationships.
For the purpose of the study the MR Price retail fashion brand was selected as the case study due
to the fact that the brand had utilised bloggers within their content marketing practices for their social
media channels, namely Facebook. These factors were scrutinised against the BrandZ Brand
Dynamics Pyramid model in order to establish whether content marketing could in fact work to build
brand equity.
1.2 Rationale
This paper aimed to uncover the role that blogger content has as a content marketing tool in the
building of brand equity through measuring the findings of the study against the BrandZ Brand
Dynamics Pyramid framework. The focus of the study was limited to fashion brands, as such a
specific case study was conducted on the MR Price brand and more specifically their #MRPDenim
campaign which took place during the months of April and May 2015 which utilised bloggers as part
of the brand’s content strategy on Facebook. The brand was selected due to its operations within
the South African market which gave the study local market context.
Content marketing as defined by Pulizzi (2012) is a storytelling method used as part of a brand’s
communication strategy. Lieb (2011: 9) further expands on this by stating that anyone can create
content but for it to be content marketing it needs to serve a purpose to the brand. Regrettably,
understanding the value that content marketing serves in building brand equity has surprisingly been
neglected. Therefore the study aimed to investigate this gap through exploring the use of blogger
content in a brand’s content marketing strategy within the context of fashion brands.
Through conducting a key word search on content marketing and brand equity though Google
Scholar and the IIE Library database it was found that significant research had been conducted on
the two concepts separately but not within relation to one another. Thus the fundamental reason for
the researchstudy was to explore the unknown conceptof content marketing in the building of brand
equity due to the major challenges of increased competition within the South African fashion retail
market as well as the increased communication clutter which both consumers and brands are faced
with. While these challenges are broad each relates to the South African marketing landscape as a
whole. Therefore greater research was needed to understand ways in which fashion brands can
engage and communicate with consumers through marketing messages that are informative,
compelling and valuable so that they positively affect consumers and make an impact on the brand.
Branded impact is explained by Enslin (2016) as communication that breaks through clutter and
ultimately builds brand equity. In defining brand equity, Aaker (2016) describes this as a set of brand
assets and liabilities linked to a brand name and symbol which add to or subtract from the value
provided by a product or service. If marketing messages fail to be received positively by consumers

8
it poses a threat in creating and building brand equity which is a critical asset for any organisation
which works parallel to both its return on investment and bottom line.
1.3 Research Problem
Cooper and Schindler (2013) explain the research problem as an issue or concern that is under
study that forms the mostfundamental step in the researchdesign. The conceptof content marketing
in relation to building brand equity which was under investigation within the research study was
conducted through an exploratory research design. An exploratory research design was selected
due to the fact that there were few studies that refer to the concept under investigation. Thus the
focus of the study was to become accustomed with the concept of content marketing and to identify
its role in the building of brand equity. The problem statement to follow provides further context to
the concept and research study. Therefore the study aimed to explore how MR Price used blogger
content for their #MRPDenim campaign in its content strategy to create brand presence amongst
female consumers against the framework of the BrandZ Brand Dynamics Pyramid model. The
concept of brand presence as well as the framework selected will be expanded on within chapter 2.
1.3.1 Research Questions
The study aimed to find answers to the following questions:
1. What was the sentiment from blogger content published on Facebook around the #MRPDenim
campaign?
2. What role does blogger content as a content marketing tool have in building brand equity?
3. What is brand equity and how is it measures against the framework of the BrandZ Brand
Dynamics Pyramid model?
1.4 Research Aims
Based on the research questions presented the aims of the study were:
1. To analyse the effects from blogger content on Facebook for the #MRPDenim campaign.
2. To determine the role that blogger content has in building brand equity.
3. To investigate how brand equity is measured against the framework of the BrandZ Brand
Dynamics Pyramid model.
1.5 Significance of Study
The next section addressed the importance of the study within the categories of social, personal
and field significance.

9
1.5.1 Social Significance
As explained by Byrne, Brayshaw and Ireland (2001: 3) individuals and communities engaged in
endless conversation within the landscapes which they live. Through the internet and social media
channels, such as Facebook, Twitter, Snapchat and Instagram, consumers are no longer
communicating solely through traditional means such as SMS, face-to-face or telephonically but are
now actively engaging in digital forums of communicationthat are far more instant and visible to their
online networks. This indicates a period of social communication change. As argued by Spector
(2016) this change requires narratives which can easily be shared in both person and digitally.
Marketers have taken advantage of these new communication methods and have placed their
brands within these social spaces in order to communicate with their audiences. Understanding this
phenomena of communication will lead to substantial knowledge into the contemporary social
environment in which both consumers and brands find themselves.
1.5.2 Personal Significance
Becoming accustomed with the concept of content marketing and identifying its role in the construct
of brand equity is of importance to the author of this study due to the rise and significance of digital
and social media communication which has changed the advertising landscape. The significance is
that it has fostered a culture of self-expression from which both consumers and organisations can
benefit in order to establish mutual long-term relationships. However, a brand disrupting
conversations amongst consumers seems questionable if it is to gain trust from its audience, thus
making it crucial to understand the proper manner in which to engage with audiences online through
valuable content that will foster mutual relationship.
1.5.3 Field Significance
An interest in content marketing has boomed within South Africa over the past four years which has
been indicated by the 69% increase of this search term within Google (Google Trends, (2016)). This
serves as a clear indication that content marketing is of great interest to brands and that, if brands
are to gain advantage over their competitors, a clear understanding of the concept must be grasped
as well as the contribution which it has in the building of brand equity. Within the review of literature
the relations between the two concepts has been neglected. This signifies the need for research
within this area that will enable fashion brands to effectively communicate with their audience in
order to support brand objectives.
1.6 Conceptualisation
In analysing the research question four key concepts had been identified for the research study.
These include: bloggers, content marketing, brand equity and the fashion retail market. These topics

10
demonstrate the connections existing within the broad researchstatement and set up the framework
to which the study approached.
1.6.1 Bloggers
Van House (2004) states that the term blog originates from the word ‘weblog’ and was originally
used as an online journal or diary. Today it is used for so much more, such as online journalism.
Bloggers, also referred to as influencers, are the people who write the content or stories for the blog,
the content of which is usually topical and is an expressions of ideas. Koeck and Marshall (2015)
explain that bloggers aid individuals and brands to gather and spread information about products
and services through word-of-mouth communication. Bloggers or influencers can therefore be
viewed as opinion leaders who filter information and pass it on to their peers through word-of-mouth
enabled by the internet.
1.6.2 Content Marketing
The Content Marketing Institute (2016) defines content marketing as an approach to marketing that
is focused on creating and distributing valuable, relevant and consistent content to attract and retain
audiences in order to drive action. Lieb (2011: 4) explains that its point of difference from traditional
advertising is that it isn’t push marketing. Rather it uses a pull strategy for when consumers seek
information or entertainment. Its purpose is therefore to attract and retain customers through content
messages that aid in brand recognition, trust, authority, credibility and authenticity.
1.6.3 Brand Equity
Kotler and Keller (2009: 278 - 281) define brand equity as the added value bestowed on products
and services. Brand equity is reflected in the way consumers think, feel and act with respect to the
brand, as well as its prices, market share and profitability. There are two sides to customer-based
brand equity: positive and negative. There are three vital components to customer-based brand
equity: (1) brand equity arises from differences in consumer’s response; (2) differences in response
are a result of a consumer’s knowledge and associations with the brand; (3) the differential
responses by consumers that make up brand equity is reflected in perceptions, preferences and
behaviour related to all aspects of the marketing of a brand (Kotler & Keller, (2009: 278 - 281)).
1.6.4 Fashion Market
Galam and Vignes (2008) explain that fashion falls within the retail market and that fashion design
retailing is synonymous with brand image and that the functional properties of these clothing items
are fundamental in their consumption. They further claim that fashion results from the desire to both
conform and differentiate oneself from others. As experienced within most markets the fashion

11
environment has been redefined through competition, globalisation, technology and increasing
customer sophistication.
1.7 Literature Review
The area under investigation within the study was content marketing through the use of bloggers as
a communication tool for building brand equity. In order to explore the role of content marketing in
the construct of brand equity these two main concepts were investigated utilising a non-obtrusive
qualitative content analysis research method. The research explored the MR Price #MRPDenim
campaign that took place during the months of April and May 2015. The importance of the research
study lies in finding the value in content marketing that takes place online as a tool to shape and
create a brand’s equity while making the communication accessible, believable and relevant to the
target audience which it is serving.
Before diving into content marketing its function must first be identified within the marketing mix of
marketing communication. Marketing communication is defined by Kotler and Keller (2009: 510) as
the means by which firms attempt to inform, persuade and remind consumers about their products
and brands. As such the essence of marketing communication is to represent a voice for the brand
in order to establish a dialogue with its consumers to ultimately build relationships with them. The
different tools with which brands communicate has traditionally been represented within the
marketing mix. Walterschoots and Bulte (1992) explain that the marketing mix consists of specific
methods used to pursue a market response by promoting a brand’s products or services. Within the
communication mix the use of bloggers lies within public relations and publicity. According to Taylor
(2000) the role of public relations is to maintain and build the image of the brand and its relationships
with its stakeholders. The function of public relations is therefore a tool to bring like-minded groups
together.
Lewis and Bridger (2011: 125) argue that consumers are hungry for information and that the rise of
information technology has made it more accessiblefor them to gain. Subsequently they spend time
investigating and researching information around their purchase. Leib (2011:124) explains that
bloggers create conversations around products and brands online. Therefore bloggers add value to
consumers as they are viewed as a credible source of information that consumers can trust.
Respectively brands have progressively realised the importance of incorporating influencers in their
content marketing strategy. This statement is confirmed by a digital influence report by Technorati
(2011) that claims bloggers are the third most powerful online influence of purchase decisions and
that 31% of consumers stated that their decision to purchase a product had been influenced by
something they had read in a blog. Lieb (2011: 8) explains that various different content marketing
tools hold value as they allow brands to be accessible when potential customers are searching
information about their product or service online.

12
As the need for purchase arises within consumers they can be found within any of the five stages of
the BrandZ brand equity model, based on the relationship which they have with the brand. Kotler
and Keller (2009: 283) explain that the BrandZ brand equity model consists of five stages. It starts
at the bottom with:
1. Presence where the consumer learns about the brand.
2. Relevance occurs by connecting its relevance in satisfying a need.
3. Performance which occurs through evaluation.
4. Advantage through identifying its unique value offering.
5. Bonding where nothing else beats it.
Kotler and Keller (2009: 283) further elaborate that each step in the BrandZ model is dependent
upon successful completion of the preceding one. The goal is therefore to move consumers through
these stages up to the final stage of bonding as these consumers will spend more time on the brand
allowing for stronger relationships to be built. The framework of the study will be further elaborated
on within chapter 2.
Lastly, the literature explored the communication methods utilised by fashion retail brands and the
nature of its landscape which relates to the MR Price brand which is under investigation. Kim and
Ko (2011: 1) state that the characteristics of online content marketing produced by fashion brands
predominantly consist of entertainment, interaction, trendiness, customisation and word-of-mouth.
Thus content marketing provides fashion brands with detailed, expressive and stimulating stories
through words, pictures and personal experiences. With the rise of new global entrants and an
economic downturn the fashion market has changed significantly. Kim and Ko (2011: 1) argue that
as a result fashion brands can no longer depend entirely on their brand symbols alone but must
focus on quality, aesthetics, value and a trustworthy customer relationship to succeed. Therefore
the relationship between purchase intention and brand equity holds significance. In the quest for
providing value to consumers within the market content marketing can be viewed as a solution
through creating brand exposure and strengthening relationships with customers.
1.8 Research Methodology
The next section covers the research design and methodology used within the study, including
sampling and population as well as data collection and analysis methods.
1.8.1 Research Design and Approach
The research design is described by Burns and Grove (2003:195) as a decision-making process
around the specifics and procedures that will be used to conduct the study. The research aim was
to identify the role of content marketing in the construct of brand equity. Therefore the research
strategy is non-experimental as it did not attempt to explain the relationship between the two

13
concepts under investigation. Rather it took on an exploratory focus. In answering the research
question a qualitative approach was applied. Bryman and Bell (2014: 336) articulate that qualitative
research is based on observations that are summarised and interpreted in a narrative report.
Observations were conducted through content analysis which is defined by Stemler (2001) as a
technique for collection and analysing textual data that clarifies categories and sub-themes. The
textual data was collected from Facebook through comments received by posts published on the
MR Price Facebook page that made use of blogger content for the #MRPDenim campaign. See
appendix A for reference to the bloggers utilised within the campaign. Content analysis through the
observation of Facebook comments is categorised as an unobtrusive form of data collection that
does not interfere with the sample of people which is under the study and does not require the
researcher to interact with them.
The categories within content analysis as explained by Stemler (2001) are the groups into which
units of analysis are allocated. Due to the fact that content analysis took place on Facebook the
categories were grouped in accordance to the sentiment of the comment which identified whether
or not the social interaction was positive, negative or neutral. Social media expert Dunham (2014)
interprets sentiment as the emotion behind a social mention that aids in measuring the tone of the
conversation. Measuring sentiment aids in understanding the overall feeling surrounding a particular
subject, enabling a more complete picture of social conversations. In order to measurethe sentiment
of the content analysed each comment gained on posts was evaluated against its tone and the
denotative meaning of the comment in order to assign a score of positive, negative or neutral. In
identifying the overall sentiment gained through content analysis from the #MRPDenim campaign
by bloggers content published, the study was able to evaluate the extent to which blogger content
on Facebook aided in assigning positive or negative associations to the MR Price brand.
1.8.2 Data Collection Methods
Facebook was the research tool that was utilised in the research study as a forum for which
unobtrusive content analysis took place. Facebook was selected as a research tool due the fact that
this social media platform was used by the MR Price brand for its #MRPDenim campaign. Three
categories were coded within the process of content analysis consisting of social sentiment that
included positive, negative and neutral comments by female users. Six Facebook posts produced
by bloggers for the #MRPDenim campaign were published on the MR Price Facebook page during
April and May 2015. Of these six, three posts were deducted as they showcased male bloggers
which attracted comments from male respondents which were excluded from the study (see
appendix B for blogger post reference). In order for content analysis to take place the number of
comments produced by female users on the forum were fractured and scrutinised.

14
1.8.3 Data Analysis Method
The analysis method which was used for content analysis for the research was approached from a
coding method. Strauss and Corbin (1998: 2) define coding as the analytical process through which
data from Facebook comments were fractured, conceptualised and integrated to form the theory.
This process involved collecting and analysing data displayed, data reduction and data interpretation
which was then captured in Excel software which will be elaborated on with greater detail within the
methodology chapter of the study. Finally the data was interpreting through the eight sequential
qualitative content analysis steps of Cilliers, Davis and Bezuidenhout (2014: 235 - 243).
1.9 Scope and Limitations
Cohen (2009: 332) describes limitations as a set of weaknesses or problems within the study.
Delimitations are the parameters set by the researcher within which the study took place. The reality
is that every study will have a set of weaknesses. However, the importance lies in distinguishing the
precise limitations and delimitations which form part of the study’s trustworthiness which enables
the study to either be replicated or expanded on.
The analysis was limited to the total number of comments received by female users on posts created
by fashion bloggers that were published on the MR Price Facebook page which related to the
#MRPDenim campaign and therefore it does not truly reflect the entire South African population.
Each social media platform is unique in the way that users interact with it. As such, should the study
be replicated by analysing other social media platforms, the samefindings may not be obtained. The
content analysis was limited to published blogger content on the MR Price Facebook page and did
not include other forms of content marketing tools that can be utilised by brands to build brand equity.
Furthermore, qualitative research has been criticised for being non-scientific and is therefore based
on assumptions which are subject to the findings, analysis and interpretation of the researcher.
The delimitation of the research study was limited to the MR Price brand which is related to the
fashion market and its #MRPDenim campaign. Therefore generalisations to other retail brands will
not be warranted. The content analysis was only investigated from comments published on
Facebook by females on posts produced by bloggers pertaining to the #MRPDenim campaign. While
brand equity can be evaluated and measured in various different ways, the research study was only
tested against the BrandZ Brand Dynamics Pyramid framework. Participants in the study was
delimited to female users on the MR Price Facebook page and did not exclude any ethnic groups.
In terms of the search for literature the study was delimited to content marketing, fashion bloggers
and brand equity studies that were guided by the research questions and aims.

15
1.10 Ethical Concerns
Bryman and Bell (2014: 120) state that research ethics deal with the responsibility of the researcher
to be respectful to all respondents who are affected by the research study. Taking ethics into
consideration it is crucial to obtain consent by participants for both analysis and publishing purposes.
As such, participants need to be informed on procedures and must give their consent to participate
in the research study. Due to the unobtrusive nature of the content analysis study, gaining consent
by female users who had commented on social Facebook posts from bloggers’ posts was not
necessary as the information which they had published is public and their consent to their opinions
being made public was obtained during the sign-up process of Facebook (Facebook, (2016)).
1.11 Statistical Sampling
Bryman and Bell (2014: 168) state that a large group of interest is defined as the population and the
small set of individuals who participate in the study is called the sample. Taking into consideration
that the study was conducted through content analysis on the MR Price Facebook page, setting
parameters of the sample set proved difficult due to the fact that MR Price had extended its
operations into other countries which are all linked to one Facebook account. Interestingly enough,
the fashion bloggers who participated within the #MRPDenim campaign were all South African.
The large group of population within the interest of the study can be referred to as the total ‘Likes’
that are present on the MR Price Facebook page which consisted of 853 644 people (Facebook,
(2016)). Due to the fact that MR Price only has one Facebook account linked to all of the countries
within which it operates the large population consisted of both male and female users living within
South Africa, Australia, Angola, Germany, Korea, Mozambique, Nigeria, Seychelles, United
Kingdom, Zambia, Kenya, Mauritius, New Zealand, Russia, United States of America and Zimbabwe
(MR Price, (2016)). In order to further clarify the large population insights were obtained from
Facebook’s general user stats which consist of a primary target demographic of users between the
ages of 25 to 34 of which 76% are female and 66% are male (Zephoria, (2016)).
The sample set of individuals selected from the total population were females that participated on
the Facebook social media forum through comments published on bloggers, posts for the
#MRPDenim campaign. Males were excluded within the study as a result of the divergence in
communication between the two gender types. Simon and Nath (2004: 2) claim that women are
more emotional resulting in the fact that they are more emotionally expressive than men. Taking into
consideration that content analysis could only take place through observation it was vital that results
could be obtained from the sample selected.
A purposive, non-probability sampling method was used in the study. For the study a purposive
sampling technique was implemented as elements of the sample were purposefully determined

16
based on previous knowledge of characteristics to include based on the research question (Palys,
(2008: 697)). The reasoning for the selection of this method of sampling was due to the fact that
criteria was deliberately selected based on the significance of the study which was dependent on
those who had interacted on blogger content published on the MR Price Facebook page for the
#MRPDenim campaign. Thus the sample consisted of the 79 female users which commented on
the three bloggers posts for the #MRPDenim campaign (Facebook, (2015)).
1.12 Chapter Outline
The research study consisted of five chapters with the following five topics:
Chapter 1 Introduction and Orientation
Chapter 2 Literature Review
Chapter 3 Research Methodology
Chapter 4 Data Analysis and Findings
Chapter 5 Conclusion and Recommendations
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
The South African fashion industry has changed drastically over recent years. The growth of the
internet and social media platforms has played a significant role within this shift. Local consumers
are now exposed to current trends and are no longer satisfied to purchase styles that were trending
within the northern hemisphere six months earlier (Ngubanw, (2015)). Due to this local fashion
retailers have had to adapt their buying processes to deliver current trends. South African National
Fashion Council chief executive Stanbury (2015) expands on this finding by stating that local fashion
brands have responded to consumers’ needs through a quick delivery response enabled by trend
data. Within further investigation of MR Price it was found that, in order to stay on the pulse of current
trends, the brand has partnered with Elle magazine and its Rising Star Designer search in order to
deliver capsule collections that are on-trend and locally produced (Ngubanw, (2015)).
While the operations of local fashion brands have changed, their marketing practices have too. One
communication tool which has gained great interest over recent years within the digital landscape is
content marketing (Google Trends, (2016)). As interest in this tool increases it is vital to seek the
value it provides to both consumers and brands. In the context of brand equity, content marketing
should enhance the consumers’ ability to understand and process information, which improves their
confidence in the purchase decision. Therefore the study aimed to explore the use of blogger content
within fashion brands, content strategy to facilitate the building of brand equity. The key
characteristics of content marketing will be outlined, then further analysis of bloggers as a content

17
marketing tool will be undertaken and the value it provides to both brands and consumers and finally
how the employment of this marketing tool works to build brand equity.
2.2 Content Marketing
According to Google Trends (2016) one of the fastest-growing trends in search terms is digital
content marketing with a spike of interest surging within the year 2013 which has grown
exponentially year on year into 2016. Within regional interest South Africa takes third place as the
country with the most searches related to the term. The top three search terms within South Africa
include: (1) digital content marketing, (2) what is content and, finally, (3) content strategy (Google
Trends, (2016)). This identifies that content marketing is an important trend within South Africa that
is under investigation. This makes it crucial for fashion brands to understand this marketing tool in
order to remain competitive within the local landscape.
In order to grasp an understanding the concept of content marketing must first be defined. Content
marketing experts Lieb (2011: 9), The Content Marketing Institute (2016), Pulizzi(2012) and DeMers
(2014) define content marketing as a marketing tool that tells a story through informative and
entertaining content that promotes a brand while attracting and retaining customers to ultimately
drive action. Wall (2015: 1) argues that content marketing is best described as a method of marketing
a product or service by creating and distributing free information or entertaining content. Although
differences can be identified within the two definitions it is clear that the authors are in agreement
that the basis of content marketing lies within the creation and distribution of informative and
entertaining content that promotes a brand, its products or services. For the purpose of the study
content marketing will be defined as an advertising strategy that is focused on creating a valuable
experience to consumers through storytelling that both informs and entertains its audience in order
to engage with them and drive action. Jeffrson and Tanton (2013) explain that there are four main
categories that lie within content marketing whichconsistof print, digital, socialand live. Within digital
the mediums usedto create and publish content as explained by Leib (2011: 38) are blogs, websites,
newsletters, video, webinars, eBooks, whitepapers and social networks. Due to the barriers set
within the study, the practice of content marketing will only be explored within the digital sphere and
more specifically through the use of fashion blogger content published on Facebook utilising the
#MRPDenim hashtag.
2.3 Storytelling as a Medium
The history of storytelling dates back to the 1800s with John Deere’s The Furrow magazine which
is credited by multiple authors as the first brand to employ this marketing tool within their marketing
strategy (Pulizzi, (2012), Kuenn, (2013), Gardiner, (2013), Moon, (2013)). John Deere had created
a magazine called The Furrow which aimed to educate farmers on new technology and how they
could improve their business revenue as opposed to directly selling John Deere equipment.

18
According to these authors, through using The Furrow as a vehicle for information distribution
through storytelling, John Deere established themselves as an expert source and when many
farmers had equipment needs they turned to John Deere which had increased the brand’s business
revenue. A more recent example of a brand that is utilising content marketing is Red Bull. The brand
launched their owned online media platform through a website called Red Bull TV. The website
stories consist of videos created by Red Bull and live streaming of events across the world which
are sponsored by the brand. Through utilising this storytelling method it was reported that Red Bull
was among the first brands to create content that audiences actively sought out. As a result it drew
a large number of people who were interested in the adventurous activities that Red Bull drinkers
often participate in (Siu, (2016)).
Pendleton (2012) praises this form of marketing where he states that through interacting with
consumers brands are able to grasp an understanding of consumers’ demands, thus enabling
brands to develop a clear marketing strategy that pulls consumers to their brand and product
offerings. The value of a content strategy as explained by Paluzzi (2016) and Leib (2011: 9) is to
educate, entertain and engage audiences to create excitement and interest in those who are not
customers and make advocates out of existing customers.This value clearly ties back to the building
phases of the Brand Z brand equity framework which will be further explored within the literature
review.
The use of The Furrow magazine and Red Bull TV identifies an important facet of content marketing
that employs a pull strategy. Lieb (2011: 4), Wall (2015: 17), Jefferson and Tanton (2013: 10), Pulizzi
and Barrett (2009) are in agreement with this statement where they report that the point of difference
in content marketing from traditional advertising is that it isn’t push marketing. Rather it uses a pull
strategy for when consumers seek information or entertainment and offers this to them freely. As
such its purpose is to attract and retain consumers through content messages. Rose (2016)
comments that content that continues to engage consumers throughout their life-cycle creates a
passionate subscriber to the brand as opposed to just creating a customer. In conclusion, content
marketing takes on a focused strategy that delivers a valuable experience to consumers that
positions the brand as a leader within the market which aids in establishing the brand top of mind
during purchase consideration.
2.4 The Brand as the Publisher
Baetzgen and Tropp (2013: 1), Lieb (2011: 15), Pulizzi and Rose (2014) explain that through
adopting content marketing practices brands become publishers and take over the function of the
media. Through publishing content on the brand’s owned media channels brands have become
content providers. Baetzgen and Tropp (2013: 2), Newman (2014), Meyer (2015) define owned
media as a medium which is owned and created by the brand which features content that the brand

19
owns. It also includes content that is shared on the brands behalf across various platforms. Corcoran
(2009) concurs with this definition, however his definition holds further clarification wherein he states
that owned media consist of fully-owned media such as a company’s website and then there is
partially-owned media such as Facebook.
2.5 The Changing Advertising Landscape
Understanding the changes within the advertising landscape is central to analysing the rise of this
marketing trend and more importantly its significance to brands. Rakic, Beba and Mira (2014)
declare that technological innovation through the internet as well as the rise of digital communication
and social networks has ushered the use of content marketing within the industry. Therefore digital
marketing is the fastest-growing marketing tool within the advertising industry (eMarketer, (2016)).
While the rise of the internet and other digital forums has provided new communication tools and
opportunities for brands it has also empowered the consumer. The internet has completely changed
the entire buyer’s journey. Consumers are now equipped with power through the internet and can
discover information around a brand faster than ever before which has interconnected the brand
with its consumers (Lieb, (2011:13), Jefferson & Tanton (2013: 17)).
The vast adoption of the internet as Rahim and Clemens (2012: 897) explain has further led to an
overload of marketing stimuli which the connected consumer is faced with on a daily basis and has
resulted in the rejection of traditional mass communication messages. Lewis and Bridger (2011:
125), Rahim and Clemens (2012: 897) attest that despite this overload consumers are hungry for
information and that brands which successfully assist consumers in breaking through this clutter by
delivering valuable content can lead to successful relationship building, thus impacting the
customer’s total lifetime value. It is evident that if brands are to remain relevant they need to be
present in the consumer journey to guide them through the buying process which can be achieved
through providing relevant content. Pulizzi (2016), Lewis and Bridger (2011: 70) agree with this
statement where they argue that customers don’t care about brands and products.They are focused
on their own needs, wants and desires and will only invest in a product or service that clearly offers
them something of direct and personal value.
2.6 Content Marketing Effectiveness
A brand’s marketing activities should work to build its revenue which is created through establishing
brand objectives. Rakic, Beba and Mira (2014) explain that the use of content marketing works to
support brand objectives, such as awareness, customer attraction and retention, generating leads
as well as building relationships and loyalty. Simone (2015) stresses that, as with other marketing
tools, the use of content marketing without clearly defined brand objectives is meaningless and that
in order for content marketing to be effective the objectives must first be established so that content
efforts can be tailored to serve these specified goals. Following the outline of brand objectives

20
content marketing can work as a tool that enables a fashion brand to start conversations with
prospects and current customers which enhances the probability of consumer purchase. As such
content marketing can be viewed as a marketing tool that maximises marketing practices and aids
in the return on investment spent on communicationefforts. Jefferson and Tanton (2013: 16), Pulizzi
(2011) comment that the effectiveness of content marketing in digital can be analysed through a
variety of measurement criteria such as web traffic, sales, leads, consumer feedback, searchengine
optimisation, Google ranking and customer loyalty. Pulizzi (2011) further stresses that content
marketing is not a once-off solution and that it works as an ongoing process.
2.7 Summary of Content Marketing
Based on the information and arguments gathered around the concept of content marketing it is
evident that content marketing practices employed by fashion brands must firstly be relevant to the
needs and wants of the consumerby capturing the benefits sought from informative and entertaining
content if it is to be employed successfully. In doing so the brand will intertwine itself with the
consumer’s life, thus becoming a part of their identity which defines their self-image (Erwin, (2013)).
In conclusion Keller (2008:148) states that brands must excel at delivering the benefits which
consumers truly desire in order to be successful. Therefore the intent of content marketing is not
adopted for profit directly from the content produced but indirectly by attracting and retaining
customers.
2.8 Bloggers
In order to gain comprehension of how blogger content is used within fashion brands content
strategy the next section outlines the role of bloggers and the value which they add to both brands
and consumers. As a starting point the term blogger will first be defined. Matthews (2013),
MarketingSchools.org (2016), Singh and Singh (2008; 471) define a blog as a website that contains
on online journal by an author who expresses their views, experiences and opinions about certain
topics. The topics are initiated by starting new posts which consist of a variety of elements such as
text, image, media content and hyperlinks to other posts or web pages. Van House (2004: 2) further
expands on this definition by stating that bloggers are the people who write the content or stories for
the blog and that content is usually an expressions of ideas based on the writer’s opinion. Analysing
this term from a fashion perspective Hartvedt (2013: 10) defines a fashion blog as an online forum
that takes on the topic of fashion which contains knowledge about fashion that is relatable and works
as a source of inspiration to its audience.
2.9 Blogging and Public Relations
Due to the interlinked relationship of bloggers and public relations (PR) the function of PR will briefly
be addressed to give further context. Verlee (2014), Kotler, Armstrong, Harris and Piercy (2013:

21
243) are in agreement that one of the main features of PR consist of telling stories and generating
conversations to maintaining favourable relationships. Zubair (2016) and Theaker (2002: 14) give
further context to this by claiming that there is an active relationship between PR and content
marketing and that the functionality of PR works as a facilitator between the consumerand the brand.
When connecting this back to the definition of content marketing it is evident that both marketing
tools utilise the function of storytelling to generate engagement amongst consumers. Hutchins and
Tindall (2016: 59) claim that, a prevalent tactic that PR uses to employ word-of-mouth
communication that facilitates brand awareness, trust and credibility includes bloggers or influencer
outreach and that online networks such as the internet and social networks allows this strategy to
be more effective.
2.10 The Function of Bloggers
When assessing the nature of the fashion industry, bloggers can be considered a perfectly suited
and natural fit for fashion brands. Sedeke and Arora (2013) and Lachowicz (2016) agree with this
statement where they explain that the use of bloggers amongst fashion brands is a useful
communication tactic due to the nature of the products offered which stem from social and cultural
trends. Thus the use of fashion bloggers aids the brand in effectively circulating these trends through
the use of the internet, social networks and blogs. Wang and Lin (2010: 51) explain that blogs are
regarded as a kind of information system that people use to gather and share information around
topics of interest. Hartvedt (2013: 9) further elaborates from a fashion blog perceptive where she
explains that blog readers turn to fashion blogs to provide them with knowledge and insights about
fashion, the industry and its trends. Thornley (2014:9) states that fashion bloggers have established
themselves as reliable trendsetters that have made fashion accessible in the form of instant
publication and are viewed as a source of inspiration by consumers. Lachowicz (2016) observes
that the function of fashion bloggers consists of recording their unique style, taking pictures of
themselves wearing topical outfits, writing about their specific wardrobe styling choices and then
publishing the story on their blogs and social channels. Thornley (2014: 13) expands by stating that
bloggers’ personal style stories allows the fashion industry to be relatable therefore enabling the
fashion industry to be accessible to the masses in a unique and interactive manner.
An important functionality of blogs includes the ability to comment which allows for two-way
communication. This functionality is also present on all social media networks. Colliander and
Dahlen (2011: 313) argue that this functionality allows for a dialogue between the reader and the
blogger making this form of communication more personal as readers can relate and trust the
opinions of the bloggers. A study conducted by Hartvedt (2013: 9) indicated that a noteworthy
positive aspect of fashion blogs is that readers find the content published by fashion bloggers
relatable due to the fact that it is written by an average person and that reading the information

22
presented on posts is as if it is coming from a friend. When analysing the communication stream
between fashion bloggers and their readers Sedeke and Arora (2013: 8) explain that the blogger
becomes the facilitator between consumers and the fashion industry. This form of two-way
communication, coupled with bloggers’ large followership across their social channels, has qualified
fashion bloggers as noteworthy sources for fashion brands to utilise in their marketing strategies.
2.11 The Role of Blogs to Consumers
In addressing the value that consumers seek from fashion blogs the consumers’ needs and wants
must be identified through their motives. The way in which consumers respond to stimuli sent by
fashion bloggers is dependent on two key needs: (1) The need for information and (2) the need for
social image. Blackwell, Miniard and Engel (2001: 245) explain that consumers’ decision-making
behaviour depends on internal information that they already know and external information which is
what they learn while searching the environment. The authors’ further state that making reasoned
choices requires being informed. Through accessingfashion blogs consumers areturning to external
information to satisfy their needs. Thornley (2014: 9) and Lachowicz (2016) claim that consumers
within the fashion industry turn to social networks and blogs in order to cite a product in its true form.
This statement is confirmed by a study conducted by GE Capital (2013) that found 81% of
consumer’s research online before visiting a store. Thus the employment of bloggers by fashion
brands aids in informing consumers, creating awareness around the product offering, attracting
consumers who are both interested and those that haven’t got a clear purchase intent as yet and
then inspiring them with interest through compelling content which evokes a desire to purchase.
Blackwell, Miniard and Engel (2001: 240) describe that social image needs are based on a person’s
concerns about how he or she is perceived by others and is the need to project a certain image of
oneself to our social environment. The authors further explain that a person’s social image partially
depends on the brands and products purchased. Stang (2015: 1) and Hartvedt (2013: 20) highlight
that since fashion is considered a presentation tool of oneself that communicates everything about
a person from economic status to personal style it is an important component in identity formation.
Lachowicz (2016) argues that the origins of the word fashion comes from Old French façon, which
means appearance. As such it can be regarded as an expression of how a person wishes to be
perceived. Therefore it comes to no surprise that consumers’turn to particular fashion bloggers that
they resonate with for information and inspiration around fashion trends which they can use to project
the desired social image. In conclusion Hartvedt (2013: 22) affirms that the use of fashion bloggers
works to attain a symbolic meaning to products which in turn makes brands more appealing to
potential consumers.

23
2.12 The Role of Blogs to Brands
An analysis of the fashion world indicates a fast passed industry with the emergences of new trends
launching faster than before due to globalisation and the rise of the internet. Rathore and Panwar
(2016: 105) explain that within an industry that relies heavily upon immediate visual communication
fashion bloggers have becomean intrinsic facet of the fashion industry that actas indirect advertising
for fashion brands that trigger purchase intention amongst consumers. Thornley (2014: 8) further
argues that fashion blogs provide brands with communication opportunities through the use of
indirect advertising facilitated by the credibility and influence of the blogger which can be viewed
superior to traditional advertising which many consumers deem as unreliable due to the fact that the
message is controlled by the identified sponsor. Further need of fashion bloggers as explained by
Tanton (2012) indicates that outreach to bloggers allows for relationship building with brands through
these key influencers which is crucial as their importance and relevance continues to grow. The
author further stresses that bloggers are the next generation of media that are at the forefront of
social media that hold an audience of thousands of followers that look to them for guidance and
inspiration that cannot be ignored. Fashion brands can therefore utilise these influencers through
product placement, appearances and other tactics in order to create conversations and mutual
relationships that increase both brand awareness and profit.
While the importance of content marketing in fashion brand practices is evident studies show that it
is not a simple practice and that brands face challenges adopting it. The use of fashion bloggers
amongst fashion brands serves as a solution for these challenges which will be addressed next. A
survey by Curata (2011) found that 73.6% of marketers stated that their biggest challenge with
content marketing is producing original content. A similar study conducted by Junta42 and
MarketingProfs (2010) found that 36% of marketers stated their biggest problem is producing
engaging content. As a solution to these challenges Curata (2011) found that 48% of marketers are
turning to content curation to publish on their blogs, websites and social media channels. Lieb (2011:
32), Hubbard (2013: 102) and Cisnero (2014) define content curation as a highly proactive and
selective approach to finding, collecting, organising, presenting, sharing and displaying digital
content around pre-defined sets of criteria to appeal to a target audience. Lieb (2011: 32) further
explains that content curation can be found from blogs, YouTube, social media channels, online
newsrooms and RSS feeds to name but a few. Curata spokesperson Sutton (2016) declares that
utilising curation to support a brand’s content marketing strategy enables the brand to publish
content consistently which is vital for content marketing practices to be effective as stated by Pulizzi
(2011) earlier on.
Through understanding these challenges it is apparent that utilising fashion bloggers in a brand’s
content marketing strategy through content curation from bloggers online and social feeds enables

24
a fashion brand to maintain a constant dialogue with its audience while boosting the brand’s visibility
and reach. In conclusion Rathore and Panwar (2016: 104) and Ritchie (2016: 3) state that the use
of bloggers is valuable for generating content and the distribution thereof enables the brand to turn
up its content marketing efforts which leads to credibility as well as amplifying reach and awareness
which in turn aids the brand in reaching the desired target audience.
Through acknowledging the findings of the literature it is evident that fashion brands can no longer
rely solely on their own websites and social media channels as well as traditional mass advertising
methods to effectively communicate with their target audiences. In an industry that relies heavily
upon visual inspiration bloggers can be deemed as an effective and trustworthy medium to ultimately
increase brand awareness and drive purchase intention. Furthermore, fashion bloggers can be
viewed as an effective source for curated content practices that fashion brands can employ to
maintain an always-on content strategy that is required to effectively implement content marketing
practices within their communication strategy.
2.13 Brand Equity
It is evident though the previous arguments presented within the literature that the market has
evolved and that these changes have affected both fashion brands as well as the consumer. Ries
and Ries (2005: 12) are in agreement with this observation wherein the authors state that with the
emergence of new brands and a variety of product offerings all brands are now within a fierce
struggle for existence due to the wide variety of options available to consumers. When observing
the local fashion market this statement holds true. Spinks (2014) explains that major international
brands such as Zara, Topshop, Forever 21 and H&M have recently entered the local market and in
addition, local fashion brands have emerged as well such as, Butan Wear,Thesis and Galxboy. Due
to the strong competition within the local fashion market the question arises as to how strong brands
can be built to add value within the local market in order to survive which, within the context of the
study, refers to the creation of brand equity. In the study of brand equity there are two major
frameworks which aid in measuring this: the first includes Keller's model of brand resonance (Kotler
& Keller, (2009: 285)) and the second includes MillwardBrown and WPP’s Brand Z brand equity
pyramid (Kotler & Keller, (2009: 284)). The study has opted to use the Brand Z brand equity
framework as part of the barriers set.
In defining brand equity a number of different stand-points have been taken through previous
literature over the years. Aaker (2013), Keller (2001: 12), Tuominen (1999: 72) and WPP (2016),
Swait et al. (1993) all take on the view that brand equity is a set of brand assets and liabilities linked
to a brand name and symbol which make up the brand image and meaning and that different
outcomes result from the marketing of a product or servicebecause of these elements, as compared
to the outcomes if that same product or service did not have that brand identification. The definition

25
of Pappu, Quester, and Cooksey (2005; 144), Gunelius (2016), Leuthesser,Kohli and Harich (1995),
Lassar, Mittal and Sharma (1995) all take on more of a financial standpoint to brand equity wherein
they state that brand equity is the tangible and intangible value that a brand provides positively or
negatively to an organisation, its products, its services and its bottom line derived from consumer
knowledge, perceptions and experiences with the brand that permits it to earn greater margins than
it would without the brand name. Due to the fact that the study will be measured from the consumers
point of view brand equity will be defined as the added value endowed on products and services that
is reflected in the way that consumers think, feel and act with respect to the brand as well as its
prices, market share and profitability that the brand commands for the organisation.
Given that the power of a brand resides in the mind of the consumer Keller (2013: 140) argues that
preceding the building of a relationship with consumers the right knowledge structures must first
exist within the minds of prospective consumers in order for them to respond positively towards the
brand which is crucial in the formation of brand equity. Sallam (2016: 101) further explains that the
formation of brand equity consists of two steps: (1) choosing brand identities and (2) developing
supporting marketing activities that integrate these identities. While the latter step is a crucial facet
of brand equity, Kotler and Keller (2009: 287) argue that brands are not built by marketing activities
alone and that consumers gain knowledge about a brand through a range of contact points. Kotler
and Keller (2009: 287) and Wooton (2007) define a contact point as any interaction between the
brand and consumerthat yields an information-bearing experience whether positive or negative with
the brand, its product category, supply or service chain. Based on this Keller (2013: 69) explains
that in building strong brands marketers must ensure that consumers have the right type of
experience with products and services and their accompanying marketing programme’s in order for
the desired thoughts, feelings, images, beliefs, perceptions, opinions and experiences to become
linked to the brand. In conclusion, based on the arguments presented brand equity is fundamentally
defined by the knowledge that the consumerhas of the brand and that developing and implementing
brand-building programmes is required in order to effectively build brand equity. Irshad (2012: 2)
and Chowudhury (2012: 62) concur with this interpretation wherein they state that brands need to
put measures in place to facilitate the building of long-term relationships with their customers which
strengthens the value of a brand and ultimately facilitates the building of brand equity.
2.14 Brand Z Brand Equity Model
The WPP (2016) BrandZ study argues that successful brands have the ability to generate positive
consumer pre-disposition and that consumers are more likely to buy into brands that are more
meaningful, differentiated and salient than their competitors. Within their study they define these
three crucial elements as: (1) meaningful: consumers feel affinity toward it and knows that it meets
their needs: (2) different: it is different from competitors on the market: (3) salient: comes to mind

26
quickly and readily when the need arises. Through analysing these elements it is to no surprise that
brand equity is something that most brands strive for. In accordance to the MillwardBrown and WPP
BrandZ brand equity framework (see figure 1 below) as explained by Kotler and Keller (2009: 283)
brand building follows five sequential series of steps within the framework, each contingent upon
successfully completing the preceding one which will lead to strong relationships and in turn loyalty
to the brand from its consumers thus increasing brand equity and profitability.
Riaz (2016), Krishnamurthi (2007) and Remy (2013) explain that the five series of steps within the
BrandZ brand equity framework consist of:
1. Presence: active familiarity based on past trial, saliency or knowledge of brand promise.
2. Relevance: relevance to consumers’ needs, in the right price range or consideration set.
3. Performance: belief that it delivers acceptable product performance and is on the consumer’s
shortlist.
4. Advantage: belief that the brand has an emotional or rational advantage over other brands in
the category.
5. Bonding: rational and emotional attachments to the brand to the exclusion of mostother brands.
Krishnamurthi (2007) and Kotler and Keller (2009: 283) state that purchase loyalty increases at
higher levels of the BrandZ pyramid and that consumers that are within the level of bonding are more
likely to be active advocates of the brand. Therefore the objective of a brand is to build a large group
of loyal consumers through sustaining relationships and in turn increasedloyalty to the brand. Kumar
and Shah (2015: 371) explain that this is an important factor to have as a healthy brand equity level
can suggest that the brand has more customers which in turn means more profit.
(Figure 1: Singh, (2011))

27
2.15 The Link Between Blogs, Content Marketing and Brand Equity
In order for the first step of presence to occur within the BrandZ brand equity model brand identity
and awareness must first be present. Aaker (2013) argues that brand awareness is an anchor to
which other associations can be attached to the brand which stimulates familiarity which leads to
liking and finally leads to visibility which assists in gaining category consideration. One of the ways
in which associations can be linked to the brand as explained by Kotler and Keller (2009: 290) is to
‘borrow’ it through the process of linking the brand to other information in the memory of the
consumer in order to convey meaning. The authors express that secondary brand associations can
link the brand through sources, countries, the channel of distribution, characters, spokespeople and
events to name but a few.
When assessingthe claim of these authors in relation to fashion bloggers associations can be linked
suchas the industry, the type of user as well as the product usage. In a study conducted by Hartvedt
(2013: 87) she found that brand awareness could be achieved through utilising fashion bloggers to
aid consumers in learning about both new and existing brands. Hartvedt (2013: 89) argues that
brand mentions from fashion bloggers serve the function of a communication tool that makes
consumers aware of particular brands that triggers their category need. In the case of content
marketing The Content Marketing Institute (2016) argues that the use of this storytelling tactic works
to create information and entertainment around topics which relate to the brand and its industry thus
driving a meaningful experience with the brand that aids in building both brand associations and
awareness. In realising the significance of these tools Kottler (2013: 72) explains that brand
knowledge is dependent on the associations linked to the brand which affects brand awareness
through the consumer’s ability to identify the brand under various conditions. Pappu, Quester,
Cooksey (2005: 143) are in agreement with this wherein they state that utilising various marketing
mix elements influence consumers’ equity perceptions towards brands.
The technological revolution, as addressed earlier, has shortened the distance between consumers
and has made the sharing of information instant. Kumar and Shah (2015: 185) explain that this has
sparked an interest in the industry around word-of-mouth marketing, which could be a considered a
contributing factor to the rise and importance of bloggers amongst brands. Hartvedt (2013: 15)
argues that blogs enable consumers to share their thoughts and ideas with each other, as well as to
acquire the information which they seek. Through analysing this statement it is clear that brands can
gain great insights around their brand and product offerings through utilising bloggers and monitoring
these channels to enhance their marketing communication effectiveness. In addition to these
benefits fashion blogs act as an indirect communication tool for the brand which as stated by Keller
(2009: 140) is a crucial component in the facilitation of brand equity. Therefore if marketing
communication is the means by which brands inform, persuade and remind consumers about their

28
products and services then the use of fashion bloggers can be regarded as the voice of the brand
that facilitates brand awareness (Fill & Jamieson, (2012: 4)).
Keller (2013: 74) states that there are three main advantages to brand awareness:
1. Learning advantage: brand awareness influences the formation and strength of the
associations.
2. Consideration advantage: raising brand awareness increases the likelihood that the brand will
be a member of the consideration set.
3. Choice advantage: a high level of brand awareness can affect choices among brands in the
consideration set.
In conclusion, based on the assessment of these advantages, the fundamental purpose of
awareness is to simplify the decision making of consumers through setting expectations that reduce
risks. This functionality is important when considering the findings of Fournier, Breazeale and Avery
(2015: 408) that state that the average consumer is exposed to 3 000 to 10 000 brands per day.
These findings signify that consumers are faced with massive amounts of information about brands
each day and that brand awareness should work as a differentiating factor in order to gain advantage
over its competitors.
2.16 Conclusion
From the findings in the literature it is clear that in order for fashion brands to create brand equity an
intense and active loyalty must be present amongst a large group of customers. Keller (2013: 139)
suggests that, in order to increase the likelihood of positive contributions to the brand such as
consumer recognition, high quality and industry expertise, companies must develop communication
strategies which encourage the growth of brand equity. Taking into consideration that the reliance
in mass-media techniques has become questionable in a multifaceted media environment, online
forms of communication can be considered an effective tactic to employ within a brand’s
communication strategy. Based on the evidence presented, content marketing and the use of
fashion bloggers within a fashion brand content strategy can therefore be considered an effective
marketing tool that fashion brands canutilise to facilitate both awareness and long-term relationships
with consumers that facilitates the building of brand equity. The next chapter will describe the
research methodology utilised within the study.
CHAPTER 3: METHODOLOGY
3.1 Introduction
A well-rounded definition for the term research was constructed by Punch (2014: 5) who stated that
research is an organised, systematic and logical process of enquiry, using empirical information to

29
answer questions. Kowalczyk’s (2016) definition holds a slightly different description wherein he
states that research can be defined as a deliberate and detailed study into a specific problem,
concern or issue that is achieved by turning the issue into a question, with the intent of the research
to answer the question. In dissecting the commonality between the two definitions it is safe to
coincide that within its mostbasic form researchcan be described as the process of asking questions
to discover answers that ultimately increase understanding of a phenomenon. Within the context of
the study the phenomenon which is under investigation is that of how MR Price used blogger content
for their #MRPDenim campaign in its content strategy to create brand presence amongst female
consumers against the framework of the BrandZ Brand Dynamics Pyramid model.
The appointed methodology for the study was determined through the methodological orientation
which is a qualitative method. This was selected due to the nature of the study which is exploratory
and, as Zhang and Wildemuth (2009: 1) explain, surpasses simply counting words or extracting
objective content from texts to examine meanings but rather enables the researcher to understand
social reality in a subjective and scientific manner. The population for the study has been identified
as the total ‘Likes’ that are present on the MR Price Facebook page which consisted of 853 644
people (Facebook, (2016)). A sample of 79 women was drawn from a non-probability sampling
technique namely purposive. This method of sampling was elected as criteria was deliberately
selected based on the significance of the study which is dependent on those who had interacted on
blogger content published on the MR Price Facebook page for the #MRPDenim campaign (Cilliers,
Davis & Bezuidenhout, (2014: 142)).
The overall strategy used for the research design was based on the qualitative research orientation
that employed a case study which as UCS Libraries (2016) argues is applicable for testing whether
a specific framework applies to phenomena in the real world. Furthermore the nature of the content
analysis is inductive. As Cilliers, Davis and Bezuidenhout (2014: 234) explain this is used in order
to develop insights from specific data collected from a specific social setting that enables the findings
to emerge from the data collected. Content analysis was conducted over the month of May 2016
based on the comments of female users on the three fashion bloggers posts that were published on
the MR Price Facebook page for their #MRPDenim campaign during the months of April and May
2015. Comments published were grouped together and coded into three broad categories in order
to fracture the data into sub-themes. The collecting and interpretation of the data was conducted
through the eight sequential qualitative content analysis steps of Cilliers, Davis and Bezuidenhout
(2014: 235 - 243).
3.2 Research Problem
The role of content marketing is to tell a story through informative and entertaining content that
promotes a brand while attracting and retaining customers to ultimately drive action (Lieb, (2011: 9),

30
The Content Marketing Institute, (2016), Pulizzi, (2012) & DeMers (2014)). Rose (2016) argues that
content that continues to engage consumers throughout their life cycle creates a passionate
subscriber to the brand as opposed to just creating a customer. Thus the study is important in
identifying how MR Price used blogger content to create brand presence through triggering brand
associations in order to create brand awareness which serves as the foundation upon which brand
equity is built.
Therefore the problem to be explored is: how MR Price used blogger content for their #MRPDenim
campaign in its content strategy to create brand presence amongst female consumers against the
framework of the BrandZ Brand Dynamics Pyramid model.
3.3 Research Questions
The study will aim to find answers to the following questions:
1. What was the sentiment from blogger content published on Facebook around the #MRPDenim
campaign?
2. What role does blogger content as a content marketing tool have in building brand equity?
3. What is brand equity and how is it measured against the framework of the BrandZ Brand
Dynamics Pyramid model?
3.4 Research Aims
Based on the research questions presented the aims of the study were:
1. To analyse the effects of the #MRPDenim campaign from blogger content on Facebook.
2. To determine the role that blogger content has in building brand equity.
3. To investigate how brand equity is measured against the framework of the BrandZ Brand
Dynamics Pyramid model.
3.5 Methodology
The methodology section of the study outlines the rationale for the administration of the chosen
techniques used to identify, select and analyse the information applied to exploring the stated
research problem (Kallet, (2009)). The next section of methodology will explain the exact methods
and procedures which were used within the study.
3.5.1 Methodological Orientation
Within research there are two types of research designs namely quantitative and qualitative. The
research may also be conducted from a mixed methods approach which utilises elements from both
the qualitative and quantitative design (Harwell, (200: 189)). Quantitative research is based on the
collection of numerical data. Cilliers, Davis and Bezuidenhout (2014: 148) state that its purpose is

31
to find causal relationships or correlations that can be generalised. Thus the advantage of
quantitative research is that it is objective and can be measured so that comparisons can be made
which increase the reliability of the research, which results in greater confidence of the results
(Cilliers, Davis & Bezuidenhout, (2014: 289), UK Essays, (2016)). Through employing a numerical
data-based study it is often simple to replicate the findings and processes to further the study.
Furthermore, due to the basis of the study which is dependent on a great number of data, it is useful
in studying a large number of people which aids in generalising the findings to a large sample size
(UK Essays, (2016)). The disadvantage of quantitative research is that, although results may be
statistically significant they are often humanly insignificant (UK Essays, (2016)). Its employment
provides a constricted measure which captures only a small portion of the concept under study,
hence this research design may be thought to have low validity (Creswell, (2003: 18)). Moreover,
experimental quantitative studies are often conducted within controlled environments and therefore
relating the findings back to real word situations and circumstancesshouldnot be warranted (Cilliers,
Davis & Bezuidenhout, (2014: 168)).
Qualitative research,on the other hand, deals with the underlying qualities of subjective experiences
and the meanings associated with phenomena and affords the researcher the opportunity to
understand the ‘what’, ‘why’ and ‘how’ of that phenomena (Cilliers, Davis & Bezuidenhout, (2014:
178)). Therefore a qualitative research design is appropriate when seeking to understand human
behaviour (Atieno, (2009: 15)). The advantage of qualitative research is that the process is cyclical
thus the researcher moved through successive cycles of analysis and interpretation gaining new
insights with each cycle allowing for emerging patterns in text to be identified which permits a
thorough understanding into the meaning of those patterns (Cilliers, Davis & Bezuidenhout, (2014:
230)). As identified earlier the findings of qualitative research goes beyond the collection of data
thus giving great insights into the way that participants think which is critical when studying human
emotions, attitudes and perceptions (Babbie & Mouton, (2002:71)). Cilliers, Davis and Bezuidenhout
(2014: 184) argue that one of the greatest advantages of this type of research design is that it
enables the researcher to explore a topic which has previously not been investigated. The
disadvantage of qualitative research is that it studies a limited sample which does not enable
generalisation to a wider population (Atieno, (2009: 14)). Findings of the qualitative research is
based on the subjective interpretation of the researcher which is argued to be unreliable and invalid
(Hoepfl, (1997)). Moreover the nature of the results presented by humans can often be ambiguous,
leaving room for misinterpretation of data (Atieno, (2009: 17)).
The distinction between quantitative and qualitative approaches to research is that quantitative
research examines variables of numerical values which are summarised, analysed and interpreted
into standard statisticalprocedures. Due to the factthat numericalvalues only capture a smallportion
of a concept it can be argued that the research design is narrow and thus discards important factors

32
of the research (Creswell, (2003: 18)). The qualitative approach to research does not quantify single
scores but rather makes holistic observations of behaviour that result in a detailed narrative rather
than an average number. Thus a greater understanding of the topic or phenomenon is gained
(Frederick, Gravetter & Forzano, (2012: 158)).
Based on the nature of the research problem, which aims to explore how Mr Price used blogger
content for their #MRPDenim campaign in its content strategy to create brand presence amongst
female consumers against the framework of the BrandZ Brand Dynamics Pyramid model, a
qualitative researchdesign was adopted. This was due to the fact that the study goes beyond simply
declaring individual scores but rather aims to obtain a holistic observation of human behaviour
(Frederick, Gravetter & Forzano, (2012: 158)). Based on the fact that the study investigated an
unknown area of research it was mandatory to implement a qualitative research design in order for
exploratory research to take place which does not focus on numerical values but rather words and
observations that enable the researcher to better understand the problem whichis being investigated
(Saunders, Lewis & Thornhill, (2007: 134)). Through conducting a key word search on Google
Scholar and the IIE Library database it was apparent that, while previous studies had explored the
concept of content marketing and brand equity, none had investigated the role of content marketing
in the building of brand equity thus the need for an exploratory study on the research problem was
evident. The selected group was based on MR Price fans which were utilised within the study which
was determined by the given population and sample.
3.6 Research Design
As stated by Kumar (2011: 396) as well as Cilliers, Davis and Bezuidenhout (2014: 93), the research
design is the systematic plan that is adopted in the study to answer the research problem validly,
objectively, accurately and economically. As presented earlier the nature of the research design
requires a qualitative approach and thus the method of content analysis was selected utilising
deductive codes. The study utilised a method of deductive content analysis based on the reasoning
that it was led by existing theories thus utilising a pre-structured theoretical framework that allowed
for analysis to take place based on respondents’ attitudes towards the use of blogger content utilised
by MR Price within its #MRPDenim campaign (Cilliers, Davis & Bezuidenhout, (2014: 235)). Within
the use of qualitative content analysis themes and patterns were identified from electronic data which
was found on the MR Price Facebook page which was then explored in order to obtain meaning to
the phenomena under investigation.
3.7 Population and Sample
A population is defined by Frederick, Gravetter and Forzano (2012: 138) as the entire set of
individuals or entities who are within interest to the study. Cilliers, Davis and Bezuidenhout (2014:
132) further clarify that all individuals under investigation should share a minimum of one

33
characteristic that relates directly to the research question. Referring back to the research question,
the population is defined within the study as the total ‘Likes’ that are present on the MR Price
Facebook page which consisted of 853 644 people (Facebook, (2016)). The outlined population is
the group of individuals from which the sample was selected as they relate directly to the research
problem which is being investigated.
A sample is defined by Frederick, Gravetter and Forzano (2012: 138) as the set of individuals who
were selected from the population so that the results received from the study may be generalised to
the population as a whole. Cilliers, Davis and Bezuidenhout (2014: 134) further expand on this by
stating that sampling techniques may either employ a probability or non-probability technique. In
probability sampling the entire population is known and each individual within the population has a
specific probability of selection and thus sampling occurs by a random process based on
probabilities in order to ensure validity (Frederick, Gravetter & Forzano, (2012: 144)). This sampling
method applies quantifiable statistical properties which are most often employed within quantitative
studies as it removes human bias from the sampling process by utilising methods which are random
and systematic, thus ensuring that each element within the population has a fair chance of being
selected within the sample group (Cilliers, Davis & Bezuidenhout, (2014: 136)). Non-probability
sampling is defined by Frederick, Gravetter and Forzano (2012: 144) as a sampling technique
whereby the population is not completely known or when it is problematic to gain access to the entire
population. Cilliers, Davis and Bezuidenhout (2014: 137) state that this sampling technique still
meets the population parameters of the study. However, not all elements of the population will have
an equal opportunity to form part of the sample and that, in the case of qualitative research,
representativeness of the sample is not considered important.
For the purpose of this study a purposive non-probability sampling technique was implemented as
elements of the sample were purposefully determined based on previous knowledge of
characteristics to include based on the research question (Palys, (2008: 697)). The reasoning for
the selection of this method of sampling was elected as criteria were deliberately selected based on
the significance of the study which is dependent on those who had interacted on blogger content
published on the MR Price Facebook page for the #MRPDenim campaign. Thus the sample which
was selected for the study was found on the MR Price Facebook page on posts that used blogger
content and related to the #MRPDenim campaign which totalled a sample of 79 female users
(Facebook, (2014)).
3.8 Data Collection
According to The Office of National Statistics (2016) data collection is defined as the process of
collecting and measuringinformation or variables in a systematic fashion that enables the researcher
to answer the research problem. For the study data was collected through a qualitative research

34
design where female respondents’ comments were selected and recorded from three posts
published on the MR Price Facebook page that featured fashion blogger content for their
#MRPDenim campaign. The total data consisted of 571 words which were then recorder on
Microsoft Excel software based on the comments produced by the respondents on the three
individual blogger posts.The words from respondents were then placed within Word Count Software
in order to identify the top twenty keywords used by respondents in order to identify the key-word
density within the recorded comments. The recorded comments from respondents can be found
within Appendix C while the key-word density can be found within Appendix D.
3.9 Data Analysis
The data collection, analysis and interpretation took place utilising the eight sequential qualitative
content analysis steps of Cilliers, Davis and Bezuidenhout (2014: 235 - 243). According to Shamoo
and Resnik (2003) data analysis is the process of systematically applying statistical or logical
techniques to describe, condense, recap and evaluate data gathered within the study. In conducting
qualitative content analysis for the study data was first grouped together based on the comments
published by females on three bloggers posts from the MR Price Facebook page for their
#MRPDenim campaign (Appendix B). This was achieved by placing respondents’ comments for
each of the bloggers posts in Excel. These comments were then assigned into three categories also
referred to as coding units namely positive, negative and neutral sentiments based on a deductive
approach to text analysis. The coding units were led by the research question wherein the study
aimed to explore if blogger content positively or negatively affected the building of brand equity.
Moreover, in the selection of the three named categories, it was ensured that they held the following
three characteristics:
1. Exhaustive: had enough categories to accommodate the data.
2. Mutually exclusive: each category was distinct with no overlapping in meaning.
3. Specific: relevance is obvious and discernible.
(Cilliers, Davis & Bezuidenhout, (2014: 238 - 239)).
This process enabled the data to be structuredinto codes which gave order to the data. Furthermore
grouping related coding units together to form categories allowed for the development of the
conceptual framework. Cilliers, Davis and Bezuidenhout (2014: 235) explain that through breaking
text into codes it enables the data to be fractured into meaningful categories. Once coding was
completed the data was reanalysed in order to ensure consistency. From this the final stage of
drawing conclusions was made possible. Throughout the described processes methods were
utilised to ensure the trustworthiness of data.

35
3.10 Reliability and Validity/Trustworthiness
In defining reliability Phelan and Wren (2005) explain that it is a measurement procedure which
relates to the stability or consistency of the variable being measured. In conducting quantitative
research methods are used to generate measurable, numerical and statistical results or when
seeking causal relationships. Therefore pre-testing or experiments are conducted in order to seek if
the sameresults can be obtain by repeating the study in order to ensure that the findings are reliable
(Cilliers, Davis & Bezuidenhout, (2014: 253)). Validly is defined by Phelan and Wren (2005) as the
degree to which the measurement process measured the variable which it claims to measure.
Therefore validity is the extent to which the selected instrument actually reflected the reality of the
constructs which were being measured (Cilliers, Davis & Bezuidenhout, (2014: 256)).
In contrast, the purpose of qualitative researchis not to find causalresults or to generalise the results
of the study to a larger population. Neither is it possible to repeat a qualitative study to obtain the
same results as participants’ answers are not objectively measurable due to the fact that they are
unique to each individual’s experience (Cilliers, Davis & Bezuidenhout, (2014: 258)). Therefore, as
argued by Cilliers, Davis and Bezuidenhout (2014: 253), within qualitative research the terms validly
and reliability are not useful within this type of research design and instead utilise the concept of
trustworthiness in order to measure reliability validly.
Cilliers, Davis and Bezuidenhout (2014: 258) further explain that where quantitative studies looks at
internal and external validly, reliability and credibility, the aspect of trustworthiness within qualitative
research can further be divided into credibility, transferability, dependability and confirmability.
Credibility is defined by Collins and Hussey (2003) as the accuracy with which the researcher
interpreted the data that was provided by the participants. Credibility was ensured by employing a
substantive coding process which was re-assessed multiple times in order to ensure consistency
within the coded text which was analysed. Transferability is defined by Lincoln and Guba (1985) as
the degree to which the results and analysis can be applied beyond a specific research project.
Transferability was ensured within the study by thoroughly describing the research context and the
assumptions that were central to the study. Dependability is defined by Shenton (2004) as the quality
of the process of integration that takes place between the data collection method, data analysis and
the theory generated from the data. Dependability was ensured within the study by specifying the
surroundings of the study and the effects it had on the approach taken for the study. The last element
of confirmability is defined by Cilliers, Davis and Bezuidenhout (2014: 259) as to how well the data
collection supports the findings and interpretation of the research. In order to ensure confirmability
procedures taken within the study were documented for assessment and rechecking throughout the
study.

36
3.11 Ethical Requirements
Research ethics is a vital component to any study which deals with the responsibility of the
researcher to be respectful to those affected by the study (Bryman & Bell, (2014: 120)). Due to the
fact that the study analysed female respondents’ comments on Facebook, obtaining consent was
not necessary due to the study’s unobtrusive nature. Furthermore the comments by respondents
featured on Facebook which is a public domain. Through accepting Facebooks terms of use during
the sign-up process respondents gave consent to their opinions being made public (Facebook,
(2016)).
3.12 Conclusion
The research problem within the study addressed how MR Price used blogger content for their
#MRPDenim campaign in its content strategy to create brand presence amongst female consumers
against the framework of the BrandZ Brand Dynamics Pyramid model. A non-probability purposive
sample was drawn from the population of MR Price Facebook fans on Facebook whereby a
deductive qualitative content analysis approach was taken to code and analyse the text. The data
collection, analysis and interpretation took place utilising the eight sequential qualitative content
analysis steps of Cilliers, Davis and Bezuidenhout (2014: 235 - 243). Based on the nature of
qualitative research which did not utilise reliability and validity factors, trustworthiness was instead
ensured in the study through the named processes. Due to the limited content published on the MR
Price Facebook page for their #MRPDenim campaign the research had limitations due to the small
sample set available. The qualitative content analysis led to significant findings which will be
discussed within the following chapter.
CHAPTER 4: DATA ANALYSIS AND FINDINGS
4.1 Introduction
Within the study of content marketing multiple authors have attested to the importance of utilising
this communication tool within a brand’s communication strategy (Lieb, (2011), The Content
Marketing Institute, (2016), Pulizzi, (2012), DeMers, (2014), Jefferson & Tanton, (2013)). The focus
of content marketing lies within the creation of stories that resonate with consumers in order to add
value to their lives which in turn fosters a relationship between the brand and its consumers.
Within this chapter the analysis of the research data will be described followed by the findings. The
findings of the study relate to the research question of how MR Price used blogger content for their
#MRPDenim campaign in its content strategy to create brand presence amongst female consumers
against the framework of the BrandZ Brand Dynamics Pyramid model. Thus the study was
conducted utilising a case study of the #MRPDenim campaign for the fashion retail brand MR Price.
A case study was utilised within the exploratory study as this method of research allowed for a

Nivenia Davis_Final_Thesis_Electronic Version

Nivenia Davis_Final_Thesis_Electronic Version

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (20)

Similaire à Nivenia Davis_Final_Thesis_Electronic Version

Similaire à Nivenia Davis_Final_Thesis_Electronic Version (20)

Nivenia Davis_Final_Thesis_Electronic Version