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PDFOpen Access (License Unspecified), Open Access
Thesis
How Instagram Make Commercials More Targeted®
Master of Science (M.S.), Drexel University
Apr 2016
DOI:
https://doi.org/10.17918/etd-6708
Abstract
The purpose of the study was to illustrate the features and developing trends of Instagram targeted ads. The study included content analyses of ten brands' Instagram pages which were: Google, Disney, Coca-Cola, McDonald's, Louis Vuitton, BMW, Nike, H&M, L'Oreal Paris, and Ikea. And the content analyses were based on Lasswell's 5W Communication Model: Source, Message, Channel, Receiver, and Effect. Followers, posts, hashtags, and interactions with followers were accounted for during the research period. This research will help to explain the sharp rise in values for advertising on streaming platforms like Instagram, Facebook, and Twitter. By comparing Instagram ads and TV ads, the research will also open a door to the digitized and refined TV ads, which will probably serve to stop the current declining revenue of television advertising business.
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Details
- Title
- How Instagram Make Commercials More Targeted®
- Creators
- Lei Guo - DU
- Contributors
- Heather Foster (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- vii, 76 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 6708; 991014632716604721