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CC BY V4.0, Open Access
Thesis
Depicting belonging: Exploring the roles of inclusive and experiential imagery in higher education advertising for Gen-Z engagement
Master of Arts (MA), Washington State University
2025
Abstract
This research examines how inclusive and experiential imagery in higher education advertisements influences Generation Z audiences’ perceptions. Prior studies support associations between inclusive advertising, depicting diverse individuals and positive brand perceptions, as well as beneficial social outcomes. Additionally, experiential imagery that portrays students engaged in real-world learning environments, such as a television studio or hands-on projects, is highly valued by Gen-Z and may enhance engagement and emotional resonance. Guided by Self-Categorization Theory, which explains how individuals align with social groups based on visual cues and identity relevance, and the Model of Inspiring Media, which highlights the persuasive power of emotionally meaningful content, this study employs a randomized 2 (inclusivity: (inclusive vs. non-inclusive) × 2 (experiential focus: fieldwork vs. no fieldwork) factorial survey experiment with N=300 Gen-Z young adults to explore these effects. Results revealed that inclusive advertising imagery significantly enhanced perceptions of authenticity, inclusiveness, professionalism, and emotional resonance, while viewing fieldwork-based imagery was associated with perceptions of professionalism and emotional engagement. Furthermore, mediation analysis showed that inspiring emotional responses and perceived authenticity were the strongest predictors of word-of-mouth intent, suggesting that values-aligned and emotionally meaningful visuals are critical for audience engagement in higher education marketing. Findings offer actionable insights for higher education marketers seeking to authentically engage Gen-Z students and contribute theoretical understanding of how inclusive, value-aligned imagery drives audience engagement in educational contexts.
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Details
- Title
- Depicting belonging: Exploring the roles of inclusive and experiential imagery in higher education advertising for Gen-Z engagement
- Creators
- Brianna Perry
- Contributors
- Nicole O'Donnell (Advisor)Rebecca Cooney (Committee Member)Yen-I Lee (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Edward R. Murrow College of Communication
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Number of pages
- 61
- Identifiers
- 99901297395901842
- Language
- English
- Resource Type
- Thesis