Digital marketing communication and its effect on the young women’s self-esteem
Moataz, Habiba (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120935656
https://urn.fi/URN:NBN:fi:amk-2023120935656
Tiivistelmä
The study aimed to investigate the impact of digital media communication on young women's self-esteem. Businesses and brands use digital media to communicate with their target audience and potentially convert them into loyal customers. However, some studies found that the use of models in the advertisement had a side effect on women's self-esteem and self-perception other than the initial content message.
The research was conducted by researching books, research papers, and online research. For the primary data collection, qualitative research was applied by interviewing young women. The author opted for qualitative research because self-esteem is a subjective experience that differs from one person to another; in addition, the author wanted to interview young women from different nationalities and backgrounds to explore the deep emotions of the interviewees and to learn about their personal experiences.
The study found that advertisements that contain models and that represent conventional beauty standards and present perfection lower women's self-esteem. On the other hand, advertisements or content that contain different models of different sizes attract the audience's interest and increase women's self-esteem. Furthermore, it was noticeable from the interviews how influencers have more effect, either negative or positive, on women's self-esteem compared to the advertisement and direct content from brands.
In conclusion, the study suggests that businesses and brands should reconsider the content they present to their target audience. This is because false presentation and representation could lead to some potential customers being ignored.
The research was conducted by researching books, research papers, and online research. For the primary data collection, qualitative research was applied by interviewing young women. The author opted for qualitative research because self-esteem is a subjective experience that differs from one person to another; in addition, the author wanted to interview young women from different nationalities and backgrounds to explore the deep emotions of the interviewees and to learn about their personal experiences.
The study found that advertisements that contain models and that represent conventional beauty standards and present perfection lower women's self-esteem. On the other hand, advertisements or content that contain different models of different sizes attract the audience's interest and increase women's self-esteem. Furthermore, it was noticeable from the interviews how influencers have more effect, either negative or positive, on women's self-esteem compared to the advertisement and direct content from brands.
In conclusion, the study suggests that businesses and brands should reconsider the content they present to their target audience. This is because false presentation and representation could lead to some potential customers being ignored.