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Consumerism in the Digital Age: Exploring Innovative Commerce as a Design Strategy for Brand Creation and Implementation

Okojie, Vanessa Omolivie
http://rave.ohiolink.edu/etdc/view?acc_num=kent1543254649845504

Abstract Details

2018, MFA, Kent State University, College of Communication and Information / School of Visual Communication Design.
The intention of this investigation is to ascertain a process for creating culturally resonant brands and marketing them on social media successfully. This thesis proposes innovative commerce—the intersection between cultural innovation and social commerce—as a design strategy for doing so. A brand is a product or service that includes a culmination of the experiences and expectations consumers have attributed to it. In its most established form, the brand is a product of design thinking that encourages innovation. There are several methods of creating innovation however, this thesis focuses on cultural innovation. A cultural innovation is an “innovative cultural expression,” and cultural expressions are the conventions that help us understand the world; they are made up of ideology, myth and cultural codes (Holt & Cameron, 2010). It is a relevant tool for businesses and consumers today because commerce and technology have played and continue to play an essential role in shaping society and brands that deliver cultural innovations may have better chances of success in this technology and trade driven world. The social media and the physical worlds have begun to interconnect in significant ways within the last few years. Because traditional origins of cultural expression have been taken over by in large part mass media, social networks provide consumers and brands with sovereignty by presenting a single territory where commerce and technology intersect. This intersection is called social commerce, and social commerce is the use of social networks in the context of e-commerce. This research provides practical instructions on how brands can connect with consumers on an emotional and functional by implementing a design strategy that promotes innovations for social commerce.
Jessica Barness, MFA (Advisor)
Ken Visocky-O'Grady, MFA (Committee Member)
Gretchen Rinnert, MFA (Committee Member)
83 p.
Design; Entrepreneurship; Information Systems
Design, Design Strategy; E-Commerce; Social Commerce; Brand Creation; Social Media; Social Media Marketing; Innovation Design; Cultural Innovation,

Recommended Citations

Citations

  • Okojie, V. O. (2018). Consumerism in the Digital Age: Exploring Innovative Commerce as a Design Strategy for Brand Creation and Implementation [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1543254649845504

    APA Style (7th edition)

  • Okojie, Vanessa. Consumerism in the Digital Age: Exploring Innovative Commerce as a Design Strategy for Brand Creation and Implementation . 2018. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1543254649845504.

    MLA Style (8th edition)

  • Okojie, Vanessa. "Consumerism in the Digital Age: Exploring Innovative Commerce as a Design Strategy for Brand Creation and Implementation ." Master's thesis, Kent State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=kent1543254649845504

    Chicago Manual of Style (17th edition)

kent1543254649845504
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© 2018, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.