How online video advertising can be used in the fashion apparel industry as a tool for increasing brand awareness

Tsimpris, Sophie (2016) How online video advertising can be used in the fashion apparel industry as a tool for increasing brand awareness. BA dissertation, University of Portsmouth.

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    Abstract

    Human perception is mainly visual, over 90% of our daily processed information comes from visual receptors (Manic, 2015). Users now have the shortest attention span of all time.
    Consumers are increasingly using social media sites to engage in brand related activity, consuming, creating and spreading messages from brands (Theo Araujo, 2015). The advantage is that it’s creating positive word of mouth and extending the reach of the brand message. This is now forcing companies to adapt and come up with innovative ways to engage with their audience to create loyal long-term customers to advocate their brand, ultimately resulting in higher sales (Litt, 2014).

    Item Type: Dissertation
    Departments/Research Groups: Portsmouth Business School > Marketing and Sales
    Depositing User: Jane Polwin
    Date Deposited: 12 Aug 2016 14:34
    Last Modified: 12 Aug 2016 14:34
    URI: http://eprints.port.ac.uk/id/eprint/21494

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