Inclusive brand communication and its cognitive effects in online users

As the population of Sweden is becoming increasingly diverse, the need for inclusive representation in organizational communication is clearly evidenced. Investigating the conditions for inclusive brand communication requires interdisciplinary and holistic approaches in understanding not only organizational structures but also the attitudes, knowledge, and behaviors of online users across multiple target audiences.

The project combines both novel and traditional methods of inquiry to explore how organizations can achieve more effective external communication with a more diverse range of audience members and target groups. Methods utilized in this project involve using AI for analyzing and generating communication content; screen-recordings, mouse tracking and eye-tracking for measuring users' interaction with online branding material; and interviews for understanding the relationship between behavior and cognitive effects.

By undertaking this project, we expect to be able to develop new frameworks for assessing and quantifying levels of inclusivity in specific types of organizational brand communication. We also expect to achieve a better understanding of how individual cognitive effects in online users arise from different levels of inclusivity in nation branding and employer brand communication. Finally, the project is expected to develop evidence-based methods for using and evaluating inclusive organizational branding as communication interventions.