Exploring the Dynamics of Short-Format Videos on Social Media Platforms on Brand Perception and Brand Loyalty
(2024) BUSN39 20241Department 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:
http://lup.lub.lu.se/student-papers/record/9168992
- author
- Johansson, Selina LU and Hammar, Ida-Nora LU
- supervisor
- organization
- course
- BUSN39 20241
- year
- 2024
- 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}}, }