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Exploring the Dynamics of Short-Format Videos on Social Media Platforms on Brand Perception and Brand Loyalty

Johansson, Selina LU and Hammar, Ida-Nora LU (2024) BUSN39 20241
Department of Business Administration
Abstract
Title: Exploring the Dynamics of Short-Format Videos on Social
Media Platforms
Date of Seminar: 30 May 2024
Course: BUSN39 Degree project in Global Marketing
Authors: Ida-Nora Hammar & Selina Johansson
Advisor: Annette Cerne
Keywords: Semiotics, Short Format Videos, Brand Perceptions, Brand
Loyalty, Semiotics, Perfume Marketing.
Purpose: The purpose is to explore how consumers understand semiotics
in short format videos and its influence on brand perception and
brand loyalty.
Methodology: A qualitative study using an interpretivist and constructionist
view with an abductive reasoning method was used to analyse
the empirical findings. The purpose is exemplified in the
context of perfumes.
Theoretical Perspective:... (More)
Title: Exploring the Dynamics of Short-Format Videos on Social
Media Platforms
Date of Seminar: 30 May 2024
Course: BUSN39 Degree project in Global Marketing
Authors: Ida-Nora Hammar & Selina Johansson
Advisor: Annette Cerne
Keywords: Semiotics, Short Format Videos, Brand Perceptions, Brand
Loyalty, Semiotics, Perfume Marketing.
Purpose: The purpose is to explore how consumers understand semiotics
in short format videos and its influence on brand perception and
brand loyalty.
Methodology: A qualitative study using an interpretivist and constructionist
view with an abductive reasoning method was used to analyse
the empirical findings. The purpose is exemplified in the
context of perfumes.
Theoretical Perspective: Gratification Niches Theory proposed by Scherr & Wang
(2021), and Brand Relationship Theory by Fournier (1998)
were used to study the phenomenon.
Empirical Data: Nine semi-structured interviews were conducted.
Conclusions: The findings showed that innovative communication methods
in short format videos positively influenced brand perception of
perfume brands. User-generated content (UGC) added
authenticity to these semiotic cues, reflecting real-life
experiences and opinio (Less)
Please use this url to cite or link to this publication:
author
Johansson, Selina LU and Hammar, Ida-Nora LU
supervisor
organization
course
BUSN39 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
Semiotics, Short Format Videos, Brand Perceptions, Brand Loyalty, Perfume Marketing.
language
English
id
9168992
date added to LUP
2024-06-28 11:42:34
date last changed
2024-06-28 11:42:34
@misc{9168992,
  abstract     = {{Title: Exploring the Dynamics of Short-Format Videos on Social
Media Platforms
Date of Seminar: 30 May 2024
Course: BUSN39 Degree project in Global Marketing
Authors: Ida-Nora Hammar & Selina Johansson
Advisor: Annette Cerne
Keywords: Semiotics, Short Format Videos, Brand Perceptions, Brand
Loyalty, Semiotics, Perfume Marketing.
Purpose: The purpose is to explore how consumers understand semiotics
in short format videos and its influence on brand perception and
brand loyalty.
Methodology: A qualitative study using an interpretivist and constructionist
view with an abductive reasoning method was used to analyse
the empirical findings. The purpose is exemplified in the
context of perfumes.
Theoretical Perspective: Gratification Niches Theory proposed by Scherr & Wang
(2021), and Brand Relationship Theory by Fournier (1998)
were used to study the phenomenon.
Empirical Data: Nine semi-structured interviews were conducted.
Conclusions: The findings showed that innovative communication methods
in short format videos positively influenced brand perception of
perfume brands. User-generated content (UGC) added
authenticity to these semiotic cues, reflecting real-life
experiences and opinio}},
  author       = {{Johansson, Selina and Hammar, Ida-Nora}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Exploring the Dynamics of Short-Format Videos on Social Media Platforms on Brand Perception and Brand Loyalty}},
  year         = {{2024}},
}