The advertisement value and effectiveness of alcohol-related posts on french spirit brands' accounts / Johann FERRIS / 2020

Titre : The advertisement value and effectiveness of alcohol-related posts on french spirit brands' accounts Type de document : Mémoire Auteurs : Johann FERRIS, Auteur Année de publication : 2020 Importance : 56 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management IMAGE DE MARQUE ; MARQUE ; PUBLICITE ; RESEAU SOCIAL ; BOISSON ALCOOLISEE SECTEUR ; SPIRITUEUX SECTEUR Résumé : Alcohol-related advertisement is highly regulated in France. Consequently, brands are challenged in the way they advertised on social media. This paper proposes both a partial replication of a previous study made by Cadet, Alltonen and Kavota (2017), as well as an investigation on other hypotheses, to understand factors that influence the advertising value and effectiveness of an Instagram post. A netnography and a quantitative study were conducted to research the existence of relationships between key factors that were highlighted in the existing literature. Therefore, this seminar paper aimed at answering the question of how adverting value and effectiveness could be improved. This review used pictures of alcohol content related to four different alcohol (whisky, gin, rum, vodka) and that represents a total of 7 companies, 12 brands, 60 posts. A maximum of 5 posts was randomly presented and rated per respondents. Besides, they were also asked about their attitude and awareness of the products and brands. The statistical analysis showed no relation between the advertising appeal and the advertising value or effectiveness. However, factors, like content characteristics and attitude, were proved to influence, either positively or negatively, the advertising value. This result leads to the conclusion that brands should rely more on some specific types of post to promote their products and improve their understanding of influential factors to convince potential customers better and maximize the outcome of their social media strategy. Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531015