The effectiveness of digital storytelling in video advertisement as a brand identity building tool.

Yermekbayeva Zhanel (2021) The effectiveness of digital storytelling in video advertisement as a brand identity building tool. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Abstract: Consumers today want to be associated with brands and businesses that they like. The incorrect (and therefore economically unprofitable) use of brand stories in a message will result in a decrease in the number of potential and current customers. The research will focus on the effectiveness and impact of digital storytelling advertisement on the people''s opinions regarding a particular brand or product. A survey was used as a quantitative research tool to address the research problem of this paper. This result confirms that storytelling advertising is more successful in building a brand that outstands others, and not just a company. This research paper proves the efficiency of digital storytelling in video advertisement as a brand identity building tool. Based on the findings, it is not only effective in advertising, it seems to be a versatile tool with which you can achieve big marketing goals: increase engagement, retain audience attention, influence audience choices, win loyal customers and more.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	advertisement, brand identity, digital storytelling, marketing, storytelling
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Szep. 22. 09:09
Utolsó módosítás:	2021. Szep. 22. 09:09

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