The effect of online message congruence, destination-positioning, and emojis on users’ cognitive effort and affective evaluation

IF 8.9 2区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Beatriz García-Carrión , Francisco Muñoz-Leiva , Salvador Del Barrio-García , Lucia Porcu
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引用次数: 0

Abstract

In today's digital world, it is crucial that Destination Management Organizations (DMOs) understand how tourists process and assimilate the information they receive through social media, whether this is posted online by the destination itself or by other users. When it comes to understanding the effectiveness of DMOs' integrated marketing communication (IMC) strategies, it is important to examine the extent to which the congruence between those online messages posted by the destination and those posted by other users (electronic word-of-mouth) influences the effectiveness of the communication. Similarly, it is also of value to understand the degree to which the use of emojis in social media messages may enhance the effect of congruence on IMC effectiveness. The scientific literature has found that tourists' responses to the information published online by the destination will depend on the type of positioning it adopts on its social media. The novelty of the present study work lies in addressing these issues from a neuroscientific perspective, using eye-tracking technology, to study (i) the user's cognitive effort (based on ocular indicators) when processing social media content and (ii) their affective evaluation of that content. A factorial experiment is conducted on a sample of 58 Facebook users. The results point to the important role played by the level of message congruence in users' information-processing and demonstrate the contextualizing effect exerted by emojis. Additionally, this study highlights the need for further research into the cognitive processing of tourism messages relative to different positioning strategies.

网络信息一致性、目的地定位和表情符号对用户认知努力和情感评价的影响
在当今的数字世界中,至关重要的是,目的地管理组织(dmo)了解游客如何处理和吸收他们通过社交媒体收到的信息,无论是目的地本身还是其他用户在网上发布的信息。当涉及到理解dmo整合营销传播(IMC)策略的有效性时,重要的是要检查目的地发布的在线消息与其他用户发布的消息(电子口碑)之间的一致性在多大程度上影响传播的有效性。同样,了解在社交媒体信息中使用表情符号可以在多大程度上增强一致性对整合传播控制效果的影响也是有价值的。科学文献发现,游客对目的地在网上发布的信息的反应将取决于目的地在其社交媒体上采用的定位类型。本研究工作的新颖之处在于从神经科学的角度解决这些问题,使用眼动追踪技术来研究(i)用户在处理社交媒体内容时的认知努力(基于眼动指标)和(ii)他们对该内容的情感评估。我们对58名Facebook用户进行了阶乘实验。研究结果指出了信息一致性水平在用户信息处理中的重要作用,并论证了表情符号的语境化效应。此外,本研究还强调需要进一步研究不同定位策略对旅游信息的认知加工。
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来源期刊
CiteScore
18.60
自引率
3.60%
发文量
46
审稿时长
43 days
期刊介绍: The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.
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