MKTG3002 - Digital and Social Media Marketing - Marketing Assignment Help

Assignment Task

Section 1: Analysis of the Voice of the Customer (VoC)

When analysing the Voice of the Customer (VoC), it is first critical to identify and analyse the term ‘User Generated Content’ or UGC, as this provides the definition of what the VoC actually is and what it means to the consumer and companies alike. UGC refers to any form of media which is generated and produced for online distribution by the public rather than a paid professional, this resulting in the consumer expressing certain emotions or opinions on a particular product or service with ultimate freedom of bias or limitations (Daugherty, Eastin & Bright, 2008). UGC is an essential aspect of VoC to acknowledge for companies alike, as this concept often drives customer awareness for a brand or product in a more reliable sense for potential consumers, as it is information originating from someone in the consumers own personal network (Goh, Heng & Lin, 2013).

A relevant research method which is used to analyse the VoC experienced by some organisations on social media, is that of Netnography, which aims to collect and learn customer attitudes and views on certain products or services, purely based off the comments or reviews left online (Kozinets, 2002)

One concept which can be further analysed through the identification of netnography and its prevalence within social media and VoC, is the term ‘Social Voice’. Social Voice refers to the negative behaviour or interactions which are left on an organisations social media, these can be in the form of complaints or actions, and are intended to change the companies actions in some way (Melancon & Dalakas, 2018). Social Voice is critical to identify in reference to the analysis of VoC for Tommy Hilfiger and Gap, as these two companies are extremely popular internationally, they are bound to experience some form of negative consumer interactions.

In an overall assessment of both companies social media presence and the VoC comments provided, it is apparent that Tommy Hilfiger may have some issues in regard to pricing and website mechanics, whereas Gap’s issues lie more so within their refund policies. The tables provided below offer a further analysis of some of the specific VoC examples found on both Tommy Hilfiger and Gap’s social media streams;

Section 2: Social-Media Content For The Brands

Issue Identified:

As seen in the VoC analysis provided above, the main issue which can be identified through a number of interactions made within Tommy Hilfiger’s social media streams (Pictured Below), is that of customers not being able to find particular products and when they’re available through the online website.

Issue Identified:

As seen in the VoC analysis provided above, the main issue which can be identified through a number of interactions made within GAPs social media streams (Pictured Below), is their lack of or inability to process refunds in a timely manner, or to the correct dollar amount needed

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