Nissan´s green revival: engaging Nissan brand community - how can Nissan effectively involve its brand community to revive its green mobility transition plan?

Bellatreccia, Francesca

http://hdl.handle.net/10362/181365

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Autores

Bellatreccia, Francesca

Resumo(s)

This Work Project aims to develop an engage global strategy for Nissan brand community to contribute to the success of Nissan Ambition Plan 2030. Following the implementation of a triangulated research approach, the analysis revealed a unidirectional communication model with limited participation of members, and awareness of Nissan's future goals. A robust and innovative long-term strategy, based on four key initiatives, is developed to actively involve brand community members on green mobility topics and revolutionize Nissan brand community management by advocating dynamic approaches including lively forums, hands-on workshops, and interactive gamified content.

Palavras-chave

Brand community Nissan community Community engagement Green mobility transition Ambition Plan 2030 Global strategy

URI

http://hdl.handle.net/10362/181365

Coleções

NSBE - MA Dissertations

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