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Corporate Visual Identity (CVI) on social media: exploring the effects of consistent CVI

Krake, I.P. (2014) Corporate Visual Identity (CVI) on social media: exploring the effects of consistent CVI.

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Abstract:Purpose - The purpose of this research article is providing insights into the role of consistency in CVI on social media platforms for academic literature and practitioners. The objectives of this article are identifying the current use of consistency in CVI on social media platforms of organizations in the Netherlands and exploring the effects of consistent CVI on social media users. Design/methodology/approach - Study 1 uses a quantitative content analysis to measure the actual use of consistency in CVI on social media platforms of fifty top social media organizations in the Netherlands. A coding scheme was developed for looking into the elements of CVI (e.g. logo, text, color, form elements and photography) in the avatar and header of Facebook, Twitter, and LinkedIn. Study 2 uses a 3 x 2 between subjects design to measure the effects of CVI (consistent, channel specific, and inconsistent) and the Organization type (Electronics Company and Bank) on social media users’ appreciation of the CVI, appreciation of the organization, brand awareness, and intention to commit to an organization on social media. An online questionnaire was used to gather data for this experiment. Findings - Results in Study 1 indicate that traditional elements of CVI are also applied on social media platforms, however there is a larger role for photography reserved in the header. This study found conclusive evidence that organizations are currently implementing their CVI inconsistently on different social media platforms. Results of experiment show that there were non-significant main effects of consistent CVI on all the dependent variables. However, significant main effects of the Organization type were found and several significant interactions were found on several sub constructs of the users’ appreciation of the CVI; appreciation of the organization; and intention to commit to the organization on social media. Research limitations - The methods that are used provide an insight of the actual use of CVI on three social media platforms by organizations in the Netherlands. Results in other countries, at another time, and on other social media platforms may vary. The experimental design in this study used fictional organizations and measured intentions; a study on existing organizations and actual behavior may provide different results. Practical implications - This study provides information about the actual use and effects of consistent CVI on social media platforms. Online marketing, social media practitioners, and graphic designers could benefit from this research by using its practical implications for strategically positioning a corporate brand in a social media context.Originality/value – The originality of this study lies in linking actual use of consistency in CVI and its possible effects on people in a social media environment. This study addresses to the relatively little research that has been done on CVI and social media.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/65693
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