Essays about: "message appeals"

Showing result 1 - 5 of 14 essays containing the words message appeals.

  1. 1. Sustainablility message appeals and deception in cleaning products : A study on trust of Emotional vs Rational sustainability appeals

    University essay from

    Author : Alice Sbrogio; Kristian Shamon; [2023]
    Keywords : sustainability; advertisement; laundry detergents; deception; trust; purchase intention; rational appeal; emotional appeal;

    Abstract : In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. READ MORE

  3. 2. To (m)eat or not to (m)eat? : Exploring the effectiveness of message appeals on packaging of meat substitutes, focussing on reaction.

    University essay from Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap; Jönköping University/IHH, Företagsekonomi

    Author : Marit Apon; Sven Paul Huijs; [2023]
    Keywords : meat substitutes; message appeals; reaction; Protection Motivation Theory; meat reduction; packaging;

    Abstract : Background: Environmental sustainability and climate change are of increasing concern. The agriculture and food sector generate a large negative impact on the environment, and whilst the awareness is increasing, limited change in behaviour is visible. READ MORE

  4. 3. Influencing consumer behavioural intentions: Reducing household water consumption

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Daria Granina; [2022]
    Keywords : Emotional and Rational Communication; Advertising Appeals; Intention to Behave Sustainably; Message Tailoring; Persuasive Sustainability Communication; Strategic Communication; Elaboration Likelihood Model; ELM; Theory of Planned Behaviour; TPB; Social Sciences;

    Abstract : Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. READ MORE

  5. 4. How to Shoot a Virus (With) a Message : A study on the usage and effect of coronavirus messages on Weibo

    University essay from Uppsala universitet/Medier och kommunikation

    Author : Wei Chao; [2020]
    Keywords : health crisis communication; Coronavirus; social media messages; sensemaking; efficacy; social media engagement; Crisis and Emergency Risk Communication Framework; message virality;

    Abstract : This study investigates what roles the Chinese state-owned media play in the Covid-19 outbreak in terms of what kind of messages they delivered on Weibo and the quality of the messages. It also explores how the public is engaged with these messages on Weibo. Both the messages and the engagement are examined by mix-method content analysis. READ MORE

  6. 5. The Impact of Sustainable Advertising and its Relationship to Consumer Brand Loyalty : An Empirical Study of Young Adults and their Brand Switching Behaviour on High- and Low Involvement Products

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Alice Jernberg; Sandra Eklund; Andreea-Jessica Roman; [2020]
    Keywords : Sustainable Advertisements; Green Advertisements; Consumer Behaviour; Purchase Decisions; Brand Loyalty;

    Abstract : Even though the majority of companies have realised the benefits of implementing sustainability practices into their business strategies today, the problem is that the marketing of these activities still has a negative impact on the environment. Therefore, the purpose of this research is to examine if the impact of sustainable advertisements can influence the purchase decisions of young adults who show loyalty to another brand. READ MORE