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Exploring the effect of localised imagery on interactions with branded content

Hazebroek, C. (2023) Exploring the effect of localised imagery on interactions with branded content.

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Abstract:This study is about exploring the effects of localising imagery on people’s interactions with branded content. The localisation is achieved by congruity between the cultural identity of the viewer and the imagery. Studies about the effectiveness of online content are primarily about verbal content. Little is known about the effects of applied imagery in branded content. Instinctively, one might think that the described form of congruity leads to more interactions. However, science does not always provide evidence on specific notions. By lacking established theories or results, the design scientist has no option but to explore and research the question himself. The findings suggest that branded content items with locally culturally oriented imagery foster more interactions. This indicates not only that the choice of the imagery has an effect on branded content’s effectivity, so does cultural congruity between the branded content and the viewer. This insight reinforces the value of localisation (over standardisation) in online marketing. Moreover, the localisation of imagery seems as a promising mechanism to make marketing activities more effective, and branded content more relevant for local viewers. This is a valuable insight for the development of the content and marketing strategy of international brands, as well as scientific research.
Item Type:Essay (Master)
Clients:
Volvo Trucks Nederland
Faculty:ET: Engineering Technology
Subject:01 general works
Programme:Industrial Design Engineering MSc (66955)
Link to this item:https://purl.utwente.nl/essays/97174
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