Visual Digital Storytelling in Engaging the Audience and Enhancing the Brand Awareness
Author
Zhou, Ruiqi
Term
4. Semester
Publication year
2018
Pages
93
Abstract
Digital media and multi-sided platforms have reshaped storytelling and marketing, with visual content becoming central to audience engagement. This thesis examines how visual digital storytelling can engage audiences and enhance brand awareness by conducting a qualitative case study of Tattoodo, a service-oriented platform in the tattoo community. Guided by service-dominant logic and the Business Model Canvas, and informed by a digital marketing research framework, the study draws on interviews with Tattoodo’s head of customer success, marketing manager, and AI engineer, participatory observations, and secondary data. The case highlights the specific opportunities and challenges of a resource-constrained, visual-first brand operating across Facebook, Instagram, and other channels. Findings suggest that brands should prioritize a strong, visual social presence, tailor initiatives to the dynamics of each platform, and foster positive electronic word of mouth through digital influencers and co-creation with users. Moreover, deploying well-designed digital technologies—such as AI and social chatbots—can improve user experience, support retention, and attract new users, thereby strengthening brand awareness on multi-sided platforms. Overall, branding emerges as an ongoing activity built through a connected, visual ecosystem rather than an end in itself.
Digitale medier og multisidede platforme har ændret fortællinger og marketing, og visuelt indhold er blevet centralt for engagement. Denne afhandling undersøger, hvordan visuel digital storytelling kan engagere publikum og styrke brandkendskab gennem et kvalitativt case-studie af Tattoodo, en serviceorienteret platform i tattoomiljøet. Med udgangspunkt i service-dominant logic og Business Model Canvas og informeret af en ramme for digital markedsføring bygger studiet på interviews med Tattoodos Head of Customer Success, Marketing Manager og AI Engineer, deltagerobservationer og sekundære data. Casen belyser muligheder og udfordringer for en ressourcebegrænset, visuelt orienteret brand, der opererer på Facebook, Instagram og andre kanaler. Resultaterne peger på, at brands bør prioritere en stærk visuel tilstedeværelse på sociale medier, tilpasse initiativer til hver kanals dynamik og fremme positiv elektronisk mund-til-mund gennem digitale influenter og samskabelse med brugere. Derudover kan veludformede digitale teknologier – såsom AI og sociale chatbots – forbedre brugeroplevelsen, støtte fastholdelse og tiltrække nye brugere og dermed styrke brandkendskab på multisidede platforme. Overordnet fremstår branding som en løbende aktivitet opbygget via et sammenhængende, visuelt økosystem frem for et mål i sig selv.
[This apstract has been generated with the help of AI directly from the project full text]
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