Stand out or get lost : an analysis of social media advertising effectiveness /
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(Published version)
Date
2024
Authors
Walter, Jarod
Editors
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Type:
thesis
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Abstract
This thesis rectifies the lack of research into developing consumer memories via social media advertising, focusing on Distinctive Assets – visual branding elements like logos, fonts, colours and taglines associated with brands in memory (Fiocchi & Esfahani, 2024). Distinctive Assets can improve brand visibility and memory encoding (Hartnett, Romaniuk, et al., 2016; Romaniuk, 2018), yet robust empirical guidelines for their effective use in social media advertising are currently lacking. This thesis also aims to provide guidelines for designing social media ads to enhance visual branding prominence and brand memorability. The untested counterprogramming theory in visual branding research posits that branding elements perform better when they contrast with the surrounding advertisement (Romaniuk, 2018). Thus, this thesis examines two counterprogramming strategies in social media ads: i) placing text-based branding elements, like the brand name or tagline, in image ads (counterprogramming Type A), and ii) using image-based branding elements, like the logo, in text ads (counterprogramming Type B). The thesis contends that both counterprogramming types improve advertising and brand memorability, especially for consumers less likely to notice ads, such as brand nonusers, category light users, and social media light users. To test these hypotheses, the thesis presents an online experiment conducted with N=1,202 Australian respondents. Participants viewed static social media ads from eight brands featuring images or text with the brand name, logo or tagline. The ads appeared in a simulated Instagram feed, which respondents were instructed to explore with time enforcement and attention checks. Following this, respondents completed a distractor task and then viewed de-branded versions of the ads. The survey finally measured advertising recognition, brand recall, and brand recognition alongside participants' brand, category, and social media usage data.
School/Discipline
University of South Australia. UniSA Business.
UniSA Business.
UniSA Business.
Dissertation Note
Thesis (Masters by research(Marketing and related studies))--University of South Australia, 2024.
Provenance
Copyright 2024 Jarod Walter.
Description
1 ethesis (ix, 166 pages) :
colour illustrations, colour facsimiles.
Includes bibliographical references (pages 103-118)
colour illustrations, colour facsimiles.
Includes bibliographical references (pages 103-118)
Access Status
506 0#$fstar $2Unrestricted online access