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Title:
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Echoes of Love: How Brands Can Use Online Influencers to Promote the Marketing of Maternal and Infant Products
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Creator:
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Zhang, Lili
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Subject:
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Thesis (M.F.A.) -- Advertising
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Subject:
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Savannah College of Art and Design -- Department of Advertising
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Rights:
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Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
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Abstract:
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"In promoting maternal and infant products, brands have begun to capitalize on the rise of influencer marketing and the prevalence of social media. To gather consumer suggestions and opinions regarding the enhancement of social media influencer promotion campaigns, as well as their expectations regarding forthcoming marketing strategies for maternal and child products, the research employed a sample size of 216 participants (ranging in age from 35 to 45 years). The results indicate that social media influences have a substantial impact on the purchasing decisions of consumers regarding maternal and infant products. Concurrently, consumers are more likely to engage in promotional activities that exhibit a superior level of authenticity and content quality. They anticipate that user experience and interaction will be given greater consideration in future marketing strategies. Furthermore, this paper will examine the challenges that are currently prevalent in the maternal and infant market, as well as the obstacles that certain new parents encounter. (Giaccardi and Fischer) Through an examination and synthesis of pertinent case studies and data, this paper will propose practical recommendations and strategies to assist brands in leveraging social media influencers more effectively in the promotion of maternal and infant products." --Abstract
Keywords: social media influencers, maternal and infant product market, brand marketing strategy, storytelling, user behavior analysis, and consumer decision-making
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Publisher:
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Savannah, Georgia : Savannah College of Art and Design (Atlanta)
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Date:
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2024-03
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Format:
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4 online resources: 1 PDF (Thesis, 71 pages, color illustrations) + 1 PDF (1st Studio component, 17 pages, color illustrations) + 1 mp4 film (2nd Studio component, approximately 2 min., sound, color) + 1 mp4 film (3rd Studio component, approximately 2 min., sound, color)
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