The effect of aesthetic product presentation on consumer perception and purchase making: The case of Candelae Stories

Anastasiia Donchenko

Master's thesis

Abstract:

The following Master’s Thesis is devoted to assessing the impact of aesthetics product presentation on consumer perception and the subsequent buying decision based on the modern case of the Candelae.Stories brand that operates in Russia. The theoretical part will reveal the basic concepts of social media marketing, particularly on Instagram, principles of visual communication and the role of aesthetics in consumer perception as a key part. Further, the practical part includes an assessment of the visual communication of the case brand for the following comparing it with the results of the theoretical part together with a deep understanding of the consumer interpretation of the concept of aesthetic product presentation. The qualitative method was chosen to provide relevant answers to the research questions posed. Focus group interviews were conducted with persons aged 18 to 30 years. To supplement the data, interviews were conducted with experts in the field as well. This approach was selected to interact freely with the respondents and adapt the subject conversation in the necessary direction, based on the complex research topic. The research is mainly based on books, dissertations, and academic articles as well as Internet resources.

Abstract:

The following Master’s Thesis is devoted to assessing the impact of aesthetics product presentation on consumer perception and the subsequent buying decision based on the modern case of the Candelae.Stories brand that operates in Russia. The theoretical part will reveal the basic concepts of social media marketing, particularly on Instagram, principles of visual communication and the role of aesthetics in consumer perception as a key part. Further, the practical part includes an assessment of the visual communication of the case brand for the following comparing it with the results of the theoretical part together with a deep understanding of the consumer interpretation of the concept of aesthetic product presentation. The qualitative method was chosen to provide relevant answers to the research questions posed. Focus group interviews were conducted with persons aged 18 to 30 years. To supplement the data, interviews were conducted with experts in the field as well. This approach was selected to interact freely with the respondents and adapt the subject conversation in the necessary direction, based on the complex research topic. The research is mainly based on books, dissertations, and academic articles as well as Internet resources.

Keywords

The relationship between the image and engagement, Visual engagement, Social Media, Social media marketing, Consumer behaviour

Keywords

Visual engagement, Social Media, Social media marketing, The relationship between the image and engagement, Consumer behaviour

Language used: English

Date on which the thesis was submitted / produced: 4. 12. 2020

Thesis defence

• Date of defence: 14. 6. 2021
• Supervisor: Martin Machek
• Reader: Radek Tahal

Vysoká škola ekonomická v Praze

Master programme:
Management