Exploring the Impact of Digital Content Marketing and Visual Content on the Visibility and Attraction of KAMK
Abdulle, Amaal (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022052411782
https://urn.fi/URN:NBN:fi:amk-2022052411782
Tiivistelmä
The purpose of this thesis is to explore digital content marketing and visuals content as main frameworks for brand visibility and attraction, and to also understand the content preferences of university students. Under the supervision of Head of International Bachelor's Degrees at KAMK, this thesis was commissioned by Kajaani University of Applied Sciences.
The empirical study consists of observational research and field research; in-depth interviews with KAMK students and the benchmarking of other Universities of Applied Sciences in Finland. Based on the findings, visually appealing, engaging, and consumer-based approach are some of the dominating factors for brand visibility and attraction. Content that drives brand visibility and attraction includes: captivating videos in the form of Instagram reels, relatable images that showcase activity, enticing images, and so on.
The empirical study consists of observational research and field research; in-depth interviews with KAMK students and the benchmarking of other Universities of Applied Sciences in Finland. Based on the findings, visually appealing, engaging, and consumer-based approach are some of the dominating factors for brand visibility and attraction. Content that drives brand visibility and attraction includes: captivating videos in the form of Instagram reels, relatable images that showcase activity, enticing images, and so on.