Studies suggest that university students are increasingly susceptible to anxiety and are facing high levels of daily stress, yet there is research revealing that mindfulness-based interventions are having positive results for the mental well-being of student populations. The aim of this study is to examine student interactions with the Simple Habit guided meditation app, in order to strategically influence a promotional video campaign for the app. The research implements Uses & Gratification theory, mixed methods, and strategic communication as a plan. The results from an online questionnaire, interviews and a weeklong testing phase of the app were used to develop the video marketing campaign, which was then tested on a focus group. The focus group discussion was analyzed applying Schrøder’s multidimensional model in order to evaluate if the message of the video were perceived and if the target audience felt the motivation to download the app. The findings suggest that certain aspects of the campaign were more compelling, where other aspects were not positively received. Further steps in research include additional testings of audience reception of the changes made in the video campaign based on the focus group critique.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor|
|Udgivelsesdato||28 maj 2018|
|Vejledere||Remzi Ates Gürsimsek|