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dc.contributor.authorMonk, David
dc.contributor.supervisorRobyn Ouschanen_US
dc.date.accessioned2020-11-27T07:01:37Z
dc.date.available2020-11-27T07:01:37Z
dc.date.issued2019en_US
dc.identifier.urihttp://hdl.handle.net/20.500.11937/81768
dc.description.abstract

This research addresses the problem of how energy drink brands such as Red Bull, Monster Energy and V Energy communicate to their target audience of young people aged 18-30 on Instagram and Pinterest. To address this a qualitative netnography was conducted asking 8 participants to choose the images that they find engaging. The results was 138 individual images gathered which was further reconstructed in visual storylines and into brand archetypes to demonstrate the psychological drivers in play when they interpret them.

en_US
dc.publisherCurtin Universityen_US
dc.titleSuperpowers in a Can: A Visual Journey through Energy Drink Posts on Social Mediaen_US
dc.typeThesisen_US
dcterms.educationLevelMPhilen_US
curtin.departmentSchool of Marketingen_US
curtin.accessStatusOpen accessen_US
curtin.facultyBusiness and Lawen_US
curtin.contributor.orcidMonk, David [0000-0003-0887-0492]en_US


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