Chase Mitchell
ABSTRACT
This study reviews 528 B2C social media videos published by The Home Depot and Lowe's Home Improvement to Facebook and Instagram, posted between March 2020 and December 2021. We coded the videos based on primary purpose: brand awareness, presale marketing, convergent, and instructional. Convergent videos integrate both presale and instructional elements in ways that market a product and provide procedural information about using it. Convergence has recently been highlighted in industry publications. This study considers its use during the pandemic. This initial study considers how big brands have merged genre conventions to address users on social media platforms and looks ahead to future research based on apparent trends.
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Index Terms
- Convergent Design: Assessing B2C Video Content in Response to the COVID-19 Pandemic
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