Generating branding buzz on social media for a pop-up store: Focused on brand experience

dc.contributor.advisor Lisa Fontaine
dc.contributor.author Lim, Huiwon
dc.contributor.department Graphic Design
dc.date 2018-08-11T09:49:47.000
dc.date.accessioned 2020-06-30T03:10:48Z
dc.date.available 2020-06-30T03:10:48Z
dc.date.copyright Tue May 01 00:00:00 UTC 2018
dc.date.embargo 2001-01-01
dc.date.issued 2018-01-01
dc.description.abstract <p>The purpose of this study was to determine the role of graphic designers or brands in building a good brand experience in a pop-up store for generating branding buzz on social media. Brands are trying to build up good brand experience through their branding promotions in order to get to good brand identity and image for their customers. Brands are also using diverse social media as a platform for their brand communication with their customers. Recently, a pop-up store is used as an experiential store for creating the good brand experience and for getting positive buzz related to the brand. Thus, this study researched about existed or existing pop-up stores to realize how brand experience in a pop-up store works to generate branding buzz on social media. Moreover, this study focused on Instagram as a platform for branding communication due to the characteristic posting style - always post with images or videos - of it. As the methodology for evaluation of the pop-up stores, this study used existing retail methods such as 5Ps (Product, Product presentation, Property, Promotional Activity, and People) for brand identity design (graphic design) in a pop-up store, and PAD (Pleasure, Arousal, and Dominance) for emotional brand experience in a pop-up store. This study showed how brand identity, brand experience, and social buzz are related to each other. The result of this study suggests recommendations for generating branding buzz on Instagram what a pop-up store should have in it for the impressive brand experience through brand identity (graphic) design.</p>
dc.format.mimetype application/pdf
dc.identifier archive/lib.dr.iastate.edu/etd/16396/
dc.identifier.articleid 7403
dc.identifier.contextkey 12318771
dc.identifier.doi https://doi.org/10.31274/etd-180810-6026
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath etd/16396
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/30579
dc.language.iso en
dc.source.bitstream archive/lib.dr.iastate.edu/etd/16396/Lim_iastate_0097M_17314.pdf|||Fri Jan 14 20:59:30 UTC 2022
dc.subject.disciplines Art and Design
dc.subject.keywords Brand experience
dc.subject.keywords Brand identity
dc.subject.keywords Buzz
dc.subject.keywords Graphic design
dc.subject.keywords Pop-up store
dc.subject.keywords Social media
dc.title Generating branding buzz on social media for a pop-up store: Focused on brand experience
dc.type article
dc.type.genre thesis
dspace.entity.type Publication
relation.isOrgUnitOfPublication 525bbddf-6bb2-4061-9af6-9dacb977d18a
thesis.degree.discipline Graphic Design
thesis.degree.level thesis
thesis.degree.name Master of Fine Arts
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