智能手机刷屏的吸血鬼效应:非典型动作如何提高广告关注度,却削弱品牌记忆度

IF 5.3 3区 管理学 Q1 BUSINESS
Stefan Rohrbach, Daniel Bruns, Tobias Langner
{"title":"智能手机刷屏的吸血鬼效应:非典型动作如何提高广告关注度,却削弱品牌记忆度","authors":"Stefan Rohrbach, Daniel Bruns, Tobias Langner","doi":"10.1080/02650487.2024.2354081","DOIUrl":null,"url":null,"abstract":"Consumers’ swiping behavior largely determines their exposure to social media advertisements. According to embodied cognition and enactment theory, advertisers might leverage atypical swiping to in...","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.3000,"publicationDate":"2024-06-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The vampire effect of smartphone swiping: how atypical motor actions increase ad attention but impair brand recall\",\"authors\":\"Stefan Rohrbach, Daniel Bruns, Tobias Langner\",\"doi\":\"10.1080/02650487.2024.2354081\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Consumers’ swiping behavior largely determines their exposure to social media advertisements. According to embodied cognition and enactment theory, advertisers might leverage atypical swiping to in...\",\"PeriodicalId\":48111,\"journal\":{\"name\":\"International Journal of Advertising\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":5.3000,\"publicationDate\":\"2024-06-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Advertising\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1080/02650487.2024.2354081\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/02650487.2024.2354081","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

消费者的刷屏行为在很大程度上决定了他们对社交媒体广告的接触程度。根据 "具身认知 "和 "颁布理论",广告商可能会利用非典型刷屏行为来吸引消费者。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The vampire effect of smartphone swiping: how atypical motor actions increase ad attention but impair brand recall
Consumers’ swiping behavior largely determines their exposure to social media advertisements. According to embodied cognition and enactment theory, advertisers might leverage atypical swiping to in...
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
13.90
自引率
19.40%
发文量
66
期刊介绍:
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信