广告商利用在线评论设计更有效的广告

Q3 Engineering

Journal of Applied Research and Technology Pub Date : 2022-05-02 DOI:10.22201/icat.24486736e.2022.20.2.982

Rahat Ullah, Ghayur Ahmad, A. A. Adis, A. Zeb

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引用次数: 0

摘要

广告的关键要素“文字”对广告的关注度和吸引力具有独特的优势作用。虽然许多研究已经调查了广告需要如何有效和有说服力。我们在本文中的目的是挖掘情感，非情感和混合内容的客户评论，以设计更有效的广告。我们相信，因为在线客户评论有很多可以进一步利用的营销见解。我们发现，包含情感内容的平面广告的回忆效应更高。此外，我们发现评论中情感和非情感内容混合的广告会对平面广告产生积极的态度。最后，我们发现观看情感和非情感文字混合的广告会增加消费者的购买意向。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Advertisers use online reviews to design more effective advertisements

The key advertisement element “text” has a unique superiority effect on attention and attraction towards advertisements. While a number of studies has examined how an advertisements need to be effective and persuading. Our aim in this paper is to mine the customer reviews for emotional, non-emotional and both mix content to design more effective advertisements. We believe that because online customer reviews having a lot of marketing insights which can be used further. We find that that recall effect is higher for print ads containing emotional content. In addition, we found that ads with mix of emotional and non-emotional content from reviews will have a positive attitude towards the print ads. Finally, we found that viewing ads with mix of both emotional and non-emotional text will increase purchase intension among consumers.

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来源期刊

Journal of Applied Research and Technology 工程技术-工程：电子与电气

CiteScore

1.50

自引率

0.00%

发文量

审稿时长

6-12 weeks

期刊介绍： The Journal of Applied Research and Technology (JART) is a bimonthly open access journal that publishes papers on innovative applications, development of new technologies and efficient solutions in engineering, computing and scientific research. JART publishes manuscripts describing original research, with significant results based on experimental, theoretical and numerical work. The journal does not charge for submission, processing, publication of manuscripts or for color reproduction of photographs. JART classifies research into the following main fields: -Material Science: Biomaterials, carbon, ceramics, composite, metals, polymers, thin films, functional materials and semiconductors. -Computer Science: Computer graphics and visualization, programming, human-computer interaction, neural networks, image processing and software engineering. -Industrial Engineering: Operations research, systems engineering, management science, complex systems and cybernetics applications and information technologies -Electronic Engineering: Solid-state physics, radio engineering, telecommunications, control systems, signal processing, power electronics, electronic devices and circuits and automation. -Instrumentation engineering and science: Measurement devices (pressure, temperature, flow, voltage, frequency etc.), precision engineering, medical devices, instrumentation for education (devices and software), sensor technology, mechatronics and robotics.