Does my bachelor thesis make sense?

At first I wanted to write my thesis about comapring b2c and b2b branding. A professor told me that this wil not be accepted as it is too much textbook style and I should narrow it down. As I need to have a B2B focus I decided for brand building in logistics. I already spent a lot of time on reading articles and developing research questions. However everytime I read over the thesis proposal the less it makes sense to me. Therefore I would like to ask for an honest opinion what you think of the following:

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- What are the developments of digitalization concerning the marketing in the logistics industry in the last 15 years?

As a starting point for this thesis the overall development concerning digitalization of marketing / branding in the logistics industry will be analysed. This will be done by a systematic literature review based on previous and available secondary research.

- What is the predominant brand architecture within the logistics industry and what does this mean for the companies’ social media strategy?

Branded house, house of brands, sub brands or endorsed brands? There will be research on the main brand hierarchy/architecture within the logistics industry. According to Michael Schmidt Companies present the customer with hundreds of different brand channels on one social network from different regions or products but this damaging the brand and it's an obstacle to building relationships (Schmidt 2016). Therefore, this thesis will examine what impact the chosen brand architecture has on the choice and number of brand channels as well as the content creation.

- Which are the most useful social media networks for B2B logistic marketers and how are they used?

The logistics industry has generally been viewed as slow in adopting social media (Denktaş-Şakar and Sürücü 2020). There will be deeper research on which of the social media sites are the most useful for B2B logistic companies to strengthen their brand as logistic service providers engage with social media for different branding motives (Serbetcioglu and Göçer 2020). The differences in the usage of different social media networks as well in the content creation will be examined.

- Which B2C brand building strategies have an increasing relevance in the B2B logistics industry?

B2B buying centres are often described as consisting of not emotional, but rational persons. Relationship is a key factor of B2B therefore further research will be done on the topic if emotions in branding are only useful in B2C as stated in a couple of papers. It has been shown that B2B purchasers are sensitive to brands especially in a complex buying situation with a high degree of uncertainty (Viardot 2017). Moreover, B2C has already realized the benefits of user-generated content or storytelling, but are those strategies also relevant for B2B logistics?

Submitted December 20, 2020 at 02:32PM by Rare_Strawberry2498 https://ift.tt/37BGxQs