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Eat,drink, and create content: a multi-method exploration of visual social media marketing content
Authors:Alexa K Fox  Chinintorn Nakhata  George D Deitz
Institution:1. Department of Marketing, The University of Akron, Akron, OH, USA;2. Department of Marketing, Penn State Harrisburg, Middletown, PA, USA;3. Department of Marketing, University of Memphis, Memphis, TN, USA
Abstract:As visual social media marketing (VSMM) content continues to increase in popularity, it is imperative for marketers to understand the elements of such marketing efforts that capture consumers attention. Across three empirical studies, the researchers use eye tracking technology and a scenario-based experimental design to explore the impacts of the use of figurative language (i.e., antithesis and alliteration) and Snapchat’s drawing feature on consumers attention to the verbal element (i.e., caption) of company-generated and consumer-generated VSMM content (i.e., snap), specifically, on Snapchat. Results demonstrate the positive impact of the use of figurative language on consumers attention to the caption in VSMM content. Furthermore, consumers attention to the caption in company-generated (consumer-generated) VSMM content is greater when the caption uses antithesis (alliteration). Finally, the presence of pictorial information (i.e., drawings) in VSMM content may impact the relationship between the use of figurative language (i.e., alliteration) and consumers attention to the caption in consumer-generated VSMM content. Implications for marketing and advertising theory and practice are discussed.
Keywords:Visual social media marketing  figurative language  attention  eye tracking  company-generated content  consumer-generated content
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