Inspired by visual semiotics, that is the theory of signs and symbols that analyses how visual images communicate a message (Kress and van Leeuwen, 2006) and adopting a multi-method approach that involves experiments and content analysis of images, the aim of this dissertation is to understand how visual elements in user- and company-generated messages are put together into meaningful patterns that transmit compelling stories to consumers. Visual elements such as the image content, narrative perspective, and style are considered. This study discovered that these visual elements play a crucial role in affecting consumer evaluations and willingness to share brand messages.
|Award date||18 Jun 2019|
|Place of Publication||Maastricht|
|Publication status||Published - 2019|
- visual elements
- consumer evaluation
- brand management
- Social media