Dissertation/Thesis Abstract

Multimodal Narratives Case Study on Facebook to Promote Outdoor Tourism to Millennials
by Pack, Sabrina Lee, D.B.A., Grand Canyon University, 2019, 286; 13878387
Abstract (Summary)

The purpose of this qualitative case study was to explore why Millennial consumers engaged and how they described their brand engagement motivators, patterns, and gratifications, when viewing outdoor recreation advertisements on Facebook containing enhanced graphic and video graphic multi-modal narratives of a small-to-medium-sized municipality in New Mexico. The theoretical foundation for this study was based on Uses and Gratifications theory and applied to Narrative Transportation Model and Extended Narrative Transportation Imagery Model. Three sources of data were obtained from 19 Millennials in North America who were age 23–35, earned $25,000 or more annually, who had a Facebook account for personal or business use, and who considered themselves an outdoor enthusiast. Through a comprehensive analysis, eight themes were identified that included: (1) Emotional Emotive Responses, with (1a) sub-theme of Vivid Responses; (2) Entertainment Responses, with (2a) sub-theme of Ad Hedonic Value Related Responses; (3) Ad Credibility Responses, with (3a) sub-theme Empathetic Responses; (4) Perceived Goal Facilitation Responses; and (5) Self-Referencing Responses. The findings of this study further the practical and theoretical understanding of Millennial consumer behavior and may provide marketing insights regarding promotion of outdoor recreational tourism in southwestern New Mexico.

Indexing (document details)
Advisor: Johnson, Brodie
Commitee: Brautbar, Shirli, Villegas, Anissa
School: Grand Canyon University
Department: Doctoral Studies
School Location: United States -- Arizona
Source: DAI-A 80/11(E), Dissertation Abstracts International
Subjects: Business administration, Marketing, Management, Web Studies
Keywords: Facebook marketing, Millennial marketing, Narrative transportation model, Outdoor recreational tourism marketing, Social media marketing, Uses and gratification theory
Publication Number: 13878387
ISBN: 978-1-392-22453-3
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