| Author: | Sun, Kai |
| Title: | Effects of product types and communication medium in social media marketing : an analysis of new product introductions in the food industry |
| Advisors: | Gu, Flora (MM) |
| Degree: | D.B.A. |
| Year: | 2023 |
| Subject: | Food industry and trade -- Internet marketing Food industry and trade -- Marketing Social media New products -- Marketing Hong Kong Polytechnic University -- Dissertations |
| Department: | Faculty of Business |
| Pages: | 159 pages : color illustrations |
| Language: | English |
| Abstract: | With the continuous improvement of the global economy and product richness in the market, one of the key elements to any successful business is being able to come up with new innovations to keep operations, products, and services fresh. In order to pursue a bigger market share, food enterprises should regularly bring forth new products through the old to provide consumers with more new products to win the market. Therefore, continuously introducing new products has become a crucial part of the development of the current food enterprises and participates in market competition. In fact, many of today's food industry giants invest a lot of money and human resources to establish research and development centers, enhance their new product research and development ability and speed. But in the last few years, with the continuous maturity of the e-commerce sales mode, the proportion of consumers buying food through online channels has been increasing. Online channels are very different from traditional sales channels (Adjei et al., 2010). Online promotion cannot allow consumers to get in touch with the product itself while comparing and selecting the product. Consequently, the innovation and uniqueness of the product can only be demonstrated through product photo display or descriptive text information, or other digital ways of transmission. Consumers today rely more on such information to make consumption decisions. Consequently, food enterprises should also adapt to this change when they innovate new products. From an academic point of view, different types of advertisements have different psychological intentions for users when promoting products. However, the existing academic research on whether this difference will indirectly affect consumers' consumption decisions and the internal logic of this influence is still incomplete. Especially in the field of food marketing, how will different types of innovative products, using different media as carriers for advertising, ultimately affect consumers' consumption decisions? This is the core issue of this paper. Therefore, we propose our hypothesis that diverse categories of innovative foods should be promoted through distinct types of advertisements. Visual stimuli-based advertisements should be employed to promote products with more emphasis on design innovations, while verbal stimuli-based advertisements should be utilized to promote products with greater focus on technological innovations. In order to conduct a more rigorous investigation into this problem, this paper proposes a novel simulation experiment based on previous research, aiming to simulate the entire process from product development to advertising production and online promotion from social networks. The simulation object is selected through rigorous scientific methodology, the product is developed in accordance with industry requirements, and a comprehensive experiment platform is constructed by professional personnel. By conducting real-time online product launches, we obtain the most authentic firsthand data and draw conclusions that hold both academic and practical significance. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 7180.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 4.01 MB | Adobe PDF | View/Open |
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