A Phenomenological Study of Consumer Interpretation of Media Advertising for University Branding in Sarawak

Tiong, Michael Hock Bing (2024) A Phenomenological Study of Consumer Interpretation of Media Advertising for University Branding in Sarawak. Doctoral thesis, Asia e University.

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Abstract

This thesis scrutinises how consumers engage with and "read" media advertising in the context of university branding. Employing an interpretive approach, the study aimed to unravel the dynamics of consumer perception before and during advertising consumption. It delved into consumers' comprehension, sense-making of media advertising, and responses to the interpreted narratives. Specifically, the research conducted an interpretive phenomenology study involving twenty participants who are Sijil Pelajaran Malaysia (SPM) students or recent school graduates in Sarawak. The primary objective was to explore, rather than provide a definitive explanation, the intricate process of meaning construction when these individuals viewed university branding videos. The narratives detailing the participants' cognitive responses were recorded, transcribed, and analysed rigorously. The study's outcomes unveiled seven distinct stages participants underwent when interpreting university branding videos – absorption, anticipation, articulation, alignment, appropriation, alienation, and analysis. These stages are akin to "moments" in the process of understanding, rooted in phenomenology. The participants authored their interpretations of the narrative content by leveraging their cultural knowledge, aligning with or distancing themselves from their perceptions of university branding narratives, ultimately contributing to the shaping of the brand. The thesis offers practical value to advertisers and marketers seeking to develop media advertising campaigns for universities. It furnishes insights into consumer preferences and needs concerning media advertising and provides a roadmap for designing advertisements that resonate with an audience actively engaged in interpreting narratives. The findings from this study will also augment the empirical foundation of interpretive marketing research in Malaysia.

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	Consumer behaviour, interpretive marketing, media advertising,phenomenology study, university branding
Divisions:	School of Management
Depositing User:	Siti Nor Fairuz Rosaidee
Date Deposited:	02 Jan 2025 03:41
Last Modified:	02 Jan 2025 03:41
URI:	http://ur.aeu.edu.my/id/eprint/1260

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