Marketing

Adam Jones

Building Brand Relationships in the Digital Age: The Impact of Social Media Content on Consumer Engagement and Trust

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Adam Jones is a fourth-year Professional Communication student at Toronto Metropolitan University with a focus on brand strategy and digital marketing. He is particularly interested in how brands build meaningful relationships with audiences through culture, identity, and emerging media landscapes. Looking ahead, Adam aims to pursue a career in brand marketing or media strategy, where he can combine analytical insight with creative thinking to develop impactful, audience-driven campaigns

This project explores a simple but increasingly relevant question: do audiences engage more with what brands sell, or with what they represent? Through a content analysis of social media posts across major consumer brands, the study compares product-focused content with posts centered on culture, athletes, and shared experiences. The findings suggest that while products remain essential, engagement is often driven by the moments and identities brands attach to them, highlighting a noticeable shift from promotion to participation in digital brand strategy.

Lightning Talk

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Be Yourself, But Like This: Curated Narratives, Participation, and Power in Digital Subcultures
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