The Enhancing Effect of Multimedia Elements on Brand Cognition and Memory in Advertising Design
Year: 2025
Type: article
Abstract: This study takes the “Little Sweet Potato” series marketing campaign jointly launched by the new tea brand NAIXUE and Little Red Book as a case to explore the functional mechanisms of multimedia elements in building brand cognition and memory. Using mixed research methods, including collecting 786,000 pieces of user-generated content (UGC) through Python distributed crawlers, conducting eye-tracking experiments, and administering 1,000 stratified random questionnaires, it analyzes the communication effectiveness of visual, auditory, and interactive elements. The results show that the warm orange visual design optimized based on UGC increases the gaze duration by 115%, reduces the proportion of consumers who have never heard of NAIXUE from 26.2% to 5.2%, and drives a 19.7% growth in regional sales. This research provides an empirical paradigm for brands to break through market barriers via cross-sensory design in the digital era and offers references for the digital transformation of traditional industries.
DOI: 10.4018/jcit.386137
Authors: Shu Xu, Chuanming Ma
Institutions: Jilin Animation Institute, Silla University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413270875