University of Twente Student Theses
The effects of textual and visual social media conotent on place branding : analyzing the effects of different storytelling techniques and different types of social media channels on consumer engagement, place identity and the intention to stay in the suburbs
Abraham, Mabelle (2022) The effects of textual and visual social media conotent on place branding : analyzing the effects of different storytelling techniques and different types of social media channels on consumer engagement, place identity and the intention to stay in the suburbs.
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| Abstract: | Objective – Places need to find new ways to promote and brand themselves. This study examines what the effect is of implementing place brand management through different types of storytelling (text vs video) in different types of social media channels (LinkedIn vs Instagram) on consumer engagement, place identity and the intention of millennials to stay in the suburbs. It assesses how storytelling can be used in place brand communication and it examines how different types of storytelling (text vs video) vary depending on the social media channel (LinkedIn vs Instagram) that is used. The main research question is: “What is the effect of place branding on millennials through different types of storytelling (text vs video) in different types of social media channels (LinkedIn vs Instagram) on consumer engagement, place identity and the intention to stay in the suburbs?” Method – A 2x2 experimental between-subject research design was conducted, in which each participant was randomly assigned to one of four versions of the social media content. During the experiment, the participants were exposed to a type of storytelling (textual vs video) through a type of social media channel (LinkedIn vs Instagram). After exposure to the content, participants filled in a questionnaire. Data were gathered using quota random sampling (N=209). Results – The results of the MANOVA analysis show that the type of storytelling is an important determinant for the consumer engagement. It was found that only video content had a more positive effect on the three dimensions of consumer engagement opposed to written content. The results indicate that there are no effects of the type of social media channel. Conclusion – Using video content as a place branding tool will increase consumer engagement. Moreover, this research demonstrated that the type of social media channel would positively influence consumer engagement, place identity and the intention to stay in the suburbs. However, no effects have been found which can be explained as LinkedIn is starting to have the same features as Instagram. Therefore, this study indicates that not every expectation created by research conducted in branding can be copied to place branding. |
| Item Type: | Essay (Master) |
| Clients: | Gemeente Hengelo |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/90788 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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