As technology evolves and digital media is updated, the popularity of reels has become very high. Studies have shown that reels are now more of a marketing tool than a part of digital media. Messaging and branding through reels is a must for companies. Attention is an important part of the process that influences how people select and receive information. Therefore, it is very important to study what are the influencing factors for people to increase their attention for better messaging. This study will focus on the key factors that influence consumers' attention using reels as an example. This study uses qualitative research methods to interview five respondents and analyze the results of the interviews. We show that in addition to the factors mentioned in the most basic theory that affect attention, the color, video content and background music mix in reels are all factors that affect consumer attention.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-130700 |
| Date | January 2024 |
| Creators | Huang, Xue, Li, Ji |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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