Exploring consumers social media brand associations: a perceptual map analysis

Abstract

The project explores how Threads, a social media platform by Meta, can establish itself based on consumer perceptions of the social media landscape. This thesis analyses challenges and opportunities presented by the introduction of "Threads," positioning it as direct competition to Twitter/X, and other competitors such as Facebook, Instagram and TikTok. The findings contribute to formulating effective strategies for Meta to navigate the competitive social media environment and position Threads successfully. Investigating consumer perceptions in Europe, the thesis evaluates seven key attributes of popular social media applications using a perceptual map.