An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks
- Authors: Gwatiringa, Tsitsi
- Date: 2015
- Subjects: Digital storytelling -- South Africa , Branding (Marketing) -- South Africa , Social media -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/7533 , vital:21799
- Description: Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and are immersed in their lives online. This has given rise to the use of visual storytelling as a corporate communication strategy as brands are using it to connect, transmit and receive messages from their audiences. This study examines the ways in which South African brands are making use of visual storytelling on social media and aims to determine the extent to which the use of visual storytelling promotes brand-audience engagement. The study is based on the philosophical assumptions of the Visual Rhetoric framework, which is concerned with the symbolic processes by which images perform communication. The hermeneutic – interpretive research method design is applied to justify knowledge produced by this study. A content analysis of six social media pages was conducted, looking at the visual content posted as well as interpretation of comments and interactions by fans of the selected brand pages. Overall, South African brands make use of visual storytelling to promote brand-audience engagement but they are not utilising the communication strategy to its fullest extent.
- Full Text:
- Date Issued: 2015
- Authors: Gwatiringa, Tsitsi
- Date: 2015
- Subjects: Digital storytelling -- South Africa , Branding (Marketing) -- South Africa , Social media -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/7533 , vital:21799
- Description: Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and are immersed in their lives online. This has given rise to the use of visual storytelling as a corporate communication strategy as brands are using it to connect, transmit and receive messages from their audiences. This study examines the ways in which South African brands are making use of visual storytelling on social media and aims to determine the extent to which the use of visual storytelling promotes brand-audience engagement. The study is based on the philosophical assumptions of the Visual Rhetoric framework, which is concerned with the symbolic processes by which images perform communication. The hermeneutic – interpretive research method design is applied to justify knowledge produced by this study. A content analysis of six social media pages was conducted, looking at the visual content posted as well as interpretation of comments and interactions by fans of the selected brand pages. Overall, South African brands make use of visual storytelling to promote brand-audience engagement but they are not utilising the communication strategy to its fullest extent.
- Full Text:
- Date Issued: 2015
Social media and brand image: a longitudinal study of Eastern Cape universities
- Authors: Mnqeta, Lusanda
- Date: 2020
- Subjects: Multivariate analysis -- Graphic methods , Branding (Marketing) -- South Africa , Chernoff faces , Social media -- South Africa , Universities and colleges -- South Africa -- Marketing , Universities and colleges -- South Africa -- Marketing -- Case studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/143959 , vital:38298
- Description: It is important for Higher Education Institutions to have marketing strategies that focus on understanding the customer needs in the 21st century. The rapid growth of the internet and the Web 2.0 have led individuals and organisations into applying social media as a branding and communication tool. Hence this study focused on comparing the influence of social media on four Eastern Cape universities in relation to social media metrics and visually demonstrated through the computer-generated human face, the Chernoff faces. Using diary and literature study, the study adopted a case study research design. The researcher sampled four universities using a purposeful sampling technique. Chernoff faces were used to enhance the ability of the reader to immediately understand significant occurrences based on social media metric indicators. To demonstrate multivariate data, the faces brought an original method of expressing complex data as opposed to traditional methods. The study found that Brand management and Resource-Based Theory (RBT) plays a pivotal role in social media marketing as this can lead to organisations having a competitive advantage. The study recommended that strategies to utilise social media as a resource should be put in place to lead to competitive advantage, as suggested by the Resource-based theory. The study concluded that various social media factors can influence the brand image of universities, positively (going to buy) and negatively (never going to buy). Both positive and negative purchase intent are found to be an influential indicator on the brand as they are affected by customer satisfaction.
- Full Text:
- Date Issued: 2020
- Authors: Mnqeta, Lusanda
- Date: 2020
- Subjects: Multivariate analysis -- Graphic methods , Branding (Marketing) -- South Africa , Chernoff faces , Social media -- South Africa , Universities and colleges -- South Africa -- Marketing , Universities and colleges -- South Africa -- Marketing -- Case studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/143959 , vital:38298
- Description: It is important for Higher Education Institutions to have marketing strategies that focus on understanding the customer needs in the 21st century. The rapid growth of the internet and the Web 2.0 have led individuals and organisations into applying social media as a branding and communication tool. Hence this study focused on comparing the influence of social media on four Eastern Cape universities in relation to social media metrics and visually demonstrated through the computer-generated human face, the Chernoff faces. Using diary and literature study, the study adopted a case study research design. The researcher sampled four universities using a purposeful sampling technique. Chernoff faces were used to enhance the ability of the reader to immediately understand significant occurrences based on social media metric indicators. To demonstrate multivariate data, the faces brought an original method of expressing complex data as opposed to traditional methods. The study found that Brand management and Resource-Based Theory (RBT) plays a pivotal role in social media marketing as this can lead to organisations having a competitive advantage. The study recommended that strategies to utilise social media as a resource should be put in place to lead to competitive advantage, as suggested by the Resource-based theory. The study concluded that various social media factors can influence the brand image of universities, positively (going to buy) and negatively (never going to buy). Both positive and negative purchase intent are found to be an influential indicator on the brand as they are affected by customer satisfaction.
- Full Text:
- Date Issued: 2020
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