Marketing Thesis Methodology: Creativity & Technology in Social Media

Extract

[...] Section Perceptions of creative and technological advertisements ? Initial reactions to advertisements using AI and augmented reality. ? Comparison with traditional advertisements. 4. Section Engagement and Memorability ? Examples of memorable advertisements. ? Factors influencing engagement with advertisements. 5. Section Emotional Impact and Purchase Intent ? Emotions felt towards creative and innovative advertisements. ? Influence on purchasing decisions. It is recommended to choose the method mixed. The reason is in the following section. V. Justification of the mixed method 1. [...]

[...] Implementation of the mixed-methods approach 1. Phase qualitative: ? Objective: to delve deeper into consumer perceptions. ? Method: conduct semi-structured interviews or focus groups with a sample of active social media consumers. ? Key Questions: perceptions of creative and technological ads, felt emotions, memorability, impact on attitude towards the brand, engagement with ads. 2. Quantitative Phase: ? Objective: validate the hypotheses generated during the qualitative phase. ? Method: develop an online questionnaire based on the insights from the interviews, and distribute it to a larger sample. [...]

[...] Hypothesis Consumers remember better the creative and technologically innovative advertisements compared to classic advertisements. 3. Hypothesis Positive emotions evoked by creative and technologically advanced advertisements increase the consumers' purchase intention. Let's address the differences between qualitative and quantitative methods. III. Development of the questionnaire (quantitative) The questionnaire should include sections to collect demographic data, social media usage habits, and specific questions about perceptions of creative and technological advertisements. Example of questionnaire structure: 1. Introduction: ? Presentation of the study and consent of the participants. [...]

[...] Age, sex, profession, frequency of social media use. 2. Habits on social media: ? Platforms used, time spent per day, preferred content types. 3. Perceptions of advertisements: ? « I find ads using technologies like AI or augmented reality more appealing than traditional ads. (Likert scale ? « Creative ads hold my attention better than standard ads. (Likert scale 4. Engagement and memorability: ? « How often do you like, share or comment on creative ads on social media? ? « Can you recall a specific ad that used innovative technologies? [...]

[...] Objective: to delve deeper into consumers' perceptions, attitudes, and motivations towards creative and technological advertisements on social media. ? Methods: semi-structured interviews, focus groups. ? Advantages: allows for the collection of rich and detailed data, providing a deep understanding of the mechanisms behind ad engagement and memorability. ? Limitations: less generalizable, often smaller sample. 2. Quantitative Study: ? Objective: to measure and quantify the impact of creative and technological elements on engagement and memorability of advertisements. ? Methods: online questionnaires (Google Forms, SurveyMonkey). [...]