University of Twente Student Theses
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Do firms that include diversity in their advertisements perform better in terms of brand perception, consumer trust, and financial performance than firms that do not? And how does this differ across Entertainment, Fashion, and Cosmetic industries?
Hasanli, Turan (2025) Do firms that include diversity in their advertisements perform better in terms of brand perception, consumer trust, and financial performance than firms that do not? And how does this differ across Entertainment, Fashion, and Cosmetic industries?
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| Abstract: | This thesis investigates the relationship between diversity in advertising, brand perception, consumer trust, and financial performance, by focusing on the entertainment, fashion, and cosmetic industries. Netnograpgy has been used as a qualitative approach in this research in order to analyze how consumers responded to selected diversity-centered advertising campaigns on social media platforms from Victoria's Secret, Levi's, and Disney. To evaluate emotional reactions, sentiment and thematic analyses were conducted. Additionally, financial performance indicators, particularly, stock price movements, website traffic, and Return on Advertising Spend (ROAS) were examined. The findings of this research reveal that the inclusion of diversity in advertisements significantly influences consumer trust and brand perception, primarily depending on perceived authenticity. Campaigns perceived as sincere fostered strong emotional connections and brand loyalty among certain consumer segments even if faced with initial backlash. On the other hand, other campaigns faced criticism for perceived performative diversity, highlighting potential risks when authenticity is questioned. Financial analyses showed mixed and unexpected results as initial negative sentiment online did not consistently correlate with financial decline. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/106954 |
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