The role of graphic design elements in Digital Marketing Campaigns
Φόρτωση...
Ημερομηνία
2024-06-21
Συγγραφείς
Kyriakou, Martha
Τίτλος Εφημερίδας
Περιοδικό ISSN
Τίτλος τόμου
Εκδότης
Δικαιώματα
Default License
Άδειες
Παραπομπή
Παραπομπή
Περίληψη
Περίληψη
In today's competitive processed and packaged food market, cereal bars stand out for their convenience and ubiquity. However, with increasingly health-conscious consumers making purchase decisions based on a complex mix of factors including perceived health benefits, environmental considerations, and sensory appeal, effective packaging design becomes crucial. This research delves into the intricate relationship between cereal bar packaging design, social media promotion, and consumer purchase intention.
This study examines how different aspects of cereal bar packaging, such as text, visuals, and illustrations, are associated with consumer perceptions and willingness to buy the product. Nine distinct cereal bars with diverse ingredients, production methods, and potential benefits are utilized to explore a broad spectrum of health, environmental, and sensory enjoyment claims that can be communicated through packaging design.
In conclusion, this research bridges the gap between packaging design, social media promotion, and consumer buying intent for cereal bars. It contributes valuable knowledge to the field by employing a rigorous factorial design approach to understand how design and social media marketing work together to influence consumer behavior in the context of a specific product category and online marketing environment. The findings offer practical guidance for marketing specialists, food producers, graphic designers, and other food industry professionals, empowering them to optimize packaging design and leverage social media effectively to draw in customers and ultimately boost sales.
Περιγραφή
Λέξεις-κλειδιά
Digital marketing campaigns, Graphic design, Packaging design, Social media