Advertisers use online reviews to design more effective advertisements
The key advertisement element “text” has a unique effect on advertisements and a number of studies have examined how advertisements need to be effective and persuasive. This paper aims to mine the customer reviews for emotional, non-emotional content to design more effective advertisements. The resu...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English English |
| Published: |
Universidad Nacional Autónoma de México
2022
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/33478/1/Advertisers%20use%20online%20reviews%20to%20design%20more%20effective%20advertisements.pdf https://eprints.ums.edu.my/id/eprint/33478/2/Advertisers%20use%20online%20reviews%20to%20design%20more%20effective%20advertisements1.pdf |
| Summary: | The key advertisement element “text” has a unique effect on advertisements and a number of studies have examined how advertisements need to be effective and persuasive. This paper aims to mine the customer reviews for emotional, non-emotional content to design more effective advertisements. The results suggest that the recall effect is higher for print advertisements containing emotional content. Also, we found that advertisements with a mix of emotional and non-emotional content will have a positive attitude towards the print advertisements. Furthermore, It has been found that viewing advertisements with a mix of both emotional and non-emotional text will increase purchase intension among consumers. |
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