During festive periods, brands often utilise social media to forge connections with their audience through innovative content. This study examines how Instagram and Twitter subscribers perceived the Easter creative messages of Peak Milk and Three Crown, assessing how these align with intended brand communications. Grounded in cognitive response and selective perception theories, the study employed in-depth interviews with seven respondents to explore a range of reactions from indifference to positive or negative interpretations. Findings reveal that while some respondents viewed the messages as creative and aligned with the festive theme, others perceived them as controversial or offensive, particularly with respect to religious sensitivities. The study underscores the significant impact such messages can have on brand perception, revealing that while some consumers remained unaffected, others experienced shifts in attitudes and purchase intentions. The results highlight the importance for brands to navigate cultural and religious sensitivities carefully to maintain a positive image and effectively engage their audience. Thus, it is recommended that brands exercise caution in creating controversial content, recognising its potential to impact the brand image either negatively or positively.
INSTAGRAM AND TWITTER SUSCRIBERS’ PERCEPTION OF PEAK MILK AND THREE CROWN EASTER CREATIVE MESSAGES, 2024, Vol. 1, No. 1, pp. 72-86. PDF