| Abstract [eng] |
Supervisor – Dr. Neringa Vilkaite-Vaitone Master’s thesis was prepared in Vilnius, in 2023 Scope of Master’s thesis – 74 pages. Number of tables used in the FMT - 9 pcs. Number of figures used in the FMT – 2 pcs. Number of bibliography and references – 92 pcs. The thesis highlights the importance of using visual content in electronic newsletters in marketing campaigns, especially in the clothing sector. The work reveals the purpose of newsletters, starting with increasing brand awareness, ending with customer retention, and advertising revenue generation. A literature review identified a research gap regarding the impact of visual elements in e-mail. letters in newsletters, which provided the basis for empirical research. The main objective of the work was to determine how visual elements in newsletters affect consumers' online purchase intentions, focusing on the clothing sector. To achieve the research objective, a quantitative research method using an experimental design was used. The choice of visual elements (human model, typographic hierarchy and call to action) was based on their frequent use in clothing brand newsletters. The surveys were distributed online after simulating six different experimental design scenarios. Included in the study only in the last 12 months. people who shopped online. The results of the empirical study revealed complex interrelationships, highlighting the impact of typographic hierarchy, human model, and call to action on user perceptions and intentions. |
