The role of graphic design elements in Digital Marketing Campaigns
| dc.contributor.author | Kyriakou, Martha | en |
| dc.date.accessioned | 2024-06-21T09:27:35Z | |
| dc.date.available | 2024-06-21T09:27:35Z | |
| dc.date.issued | 2024-06-21 | |
| dc.identifier.uri | https://repository.ihu.edu.gr//xmlui/handle/11544/30476 | |
| dc.rights | Default License | |
| dc.subject | Digital marketing campaigns | en |
| dc.subject | Graphic design | en |
| dc.subject | Packaging design | en |
| dc.subject | Social media | en |
| dc.title | The role of graphic design elements in Digital Marketing Campaigns | en |
| heal.abstract | 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. | en |
| heal.academicPublisher | IHU | en |
| heal.academicPublisherID | ihu | en_US |
| heal.access | free | en_US |
| heal.advisorName | Tzafilkou, Aikaterini | en |
| heal.committeeMemberName | Karapiperis, Dimitrios | en |
| heal.committeeMemberName | Akritidis, Leonidas | en |
| heal.dateAvailable | 2024-06 | |
| heal.language | en | en_US |
| heal.license | http://creativecommons.org/licenses/by-nc/4.0 | en_US |
| heal.publicationDate | 2024-04 | |
| heal.recordProvider | School of Science and Technology, MSc in e-Business and Digital Marketing | en_US |
| heal.type | masterThesis | en_US |
Αρχεία
Πρωτότυπος φάκελος/πακέτο
1 - 1 από 1
Φόρτωση...
- Ονομα:
- KYRIAKOU MARTHA DISSERTATION 2024.pdf
- Μέγεθος:
- 1.21 MB
- Μορφότυπο:
- Adobe Portable Document Format
- Περιγραφή:
Φάκελος/Πακέτο αδειών
1 - 1 από 1
Δεν υπάρχει διαθέσιμη μικρογραφία
- Ονομα:
- license.txt
- Μέγεθος:
- 2.58 KB
- Μορφότυπο:
- Item-specific license agreed upon to submission
- Περιγραφή: