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dc.contributor.advisorRodgers, Shelly (Shelly Lannette), 1965-eng
dc.contributor.authorMcCollom, Connie (Constance Marie)eng
dc.date.issued2016eng
dc.date.submitted2016 Springeng
dc.descriptionThesis supervisor: Dr. Shelly Rodgers.eng
dc.description.abstract[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The purpose of this study is to define conscious branding and examine the visual features used by conscious versus traditional brands on Instagram that may enhance interactivity, engagement and persuasion with key audiences. Because no study known to the researcher has defined conscious branding the following paper defines the term by drawing on relevant literature. Qualitative comparative analysis is used to analyze brand messaging on Instagram posts. For this qualitative comparative analysis, the sample consisted of the past 100 posts (starting at the date of collection) from six brands' Instagram pages selected from both conscious brands (n = 3) and traditional brands (n = 3). In current society, consumers are savvy to recognize many advertising persuasion tactics. Thus the Persuasion Knowledge Model (PKM) by Friestad and Wright (1994) was applied throughout the following research.eng
dc.description.bibrefIncludes bibliographical references (pages 58-61).eng
dc.format.extent1 online resource (vi, 70 pages) : illustrationseng
dc.identifier.merlinb118610016eng
dc.identifier.oclc986229276eng
dc.identifier.urihttps://hdl.handle.net/10355/56417
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.subject.FASTBranding (Marketing)eng
dc.subject.FASTBrand name products -- Marketingeng
dc.subject.FASTInstagram (Firm)eng
dc.titleConscious brandingeng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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