Emotional appeals effectiveness in enhancing charity digital advertisements

Yousef, Murooj; Dietrich, Timo; Rundle‐Thiele, Sharyn; Alhabash, Saleem

doi:10.1002/nvsm.1763

Cited by 9 publications

(10 citation statements)

References 97 publications

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“…This can be overcome by future research acquiring clicks and engagement data from agencies running these campaigns [ 51 , 52 ]. Third, the large sample size used in the study may have reduced the impact of random errors, resulting in a higher probability of finding statistically significant results [ 53 ]. Fourth, a time delay may be present for shifts in sentiment and vaccination, as people may take time before taking action.…”

Section: Discussionmentioning

confidence: 99%

Actions Speak Louder Than Words: Sentiment and Topic Analysis of COVID-19 Vaccination on Twitter and Vaccine Uptake

Yousef¹,

Dietrich²,

Rundle‐Thiele³

2022

JMIR Form Res

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Background The lack of trust in vaccines is a major contributor to vaccine hesitancy. To overcome vaccine hesitancy for the COVID-19 vaccine, the Australian government launched multiple public health campaigns to encourage vaccine uptake. This sentiment analysis examines the effect of public health campaigns and COVID-19–related events on sentiment and vaccine uptake. Objective This study aims to examine the relationship between sentiment and COVID-19 vaccine uptake and government actions that impacted public sentiment about the vaccine. Methods Using machine learning methods, we collected 137,523 publicly available English language tweets published in Australia between February and October 2021 that contained COVID-19 vaccine–related keywords. Machine learning methods were used to extract topics and sentiments relating to COVID-19 vaccination. The relationship between public vaccination sentiment on Twitter and vaccine uptake was examined. Results The majority of collected tweets expressed negative (n=91,052, 66%) rather than positive (n=21,686, 16%) or neutral (n=24,785, 18%) sentiments. Topics discussed within the study time frame included the role of the government in the vaccination rollout, availability and accessibility of the vaccine, and vaccine efficacy. There was a significant positive correlation between negative sentiment and the number of vaccine doses administered daily (r 267 =.15, P <.05), with positive sentiment showing the inverse effect. Public health campaigns, lockdowns, and antivaccination protests were associated with increased negative sentiment, while vaccination mandates had no significant effect on sentiment. Conclusions The study findings demonstrate that negative sentiment was more prevalent on Twitter during the Australian vaccination rollout but vaccine uptake remained high. Australians expressed anger at the slow rollout and limited availability of the vaccine during the study period. Public health campaigns, lockdowns, and antivaccination rallies increased negative sentiment. In contrast, news of increased vaccine availability for the public and government acquisition of more doses were key government actions that reduced negative sentiment. These findings can be used to inform government communication planning.

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Section: Discussionmentioning

confidence: 99%

Actions Speak Louder Than Words: Sentiment and Topic Analysis of COVID-19 Vaccination on Twitter and Vaccine Uptake

Yousef¹,

Dietrich²,

Rundle‐Thiele³

2022

JMIR Form Res

Self Cite

View full text Add to dashboard Cite

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“…It has been acknowledged that advertising appeals are used as specific approaches to convey to consumers how the products and services will satisfy customer wants or needs (Arens, 2006) and had significant influences on the value–satisfaction–trust–WOM context (Kim et al., 2020). Consequently, effective appeals assist green advertising with the ultimate goal of creating awareness and promoting a positive attitude toward the product, service and brand (Dai & Sheng, 2022; D'Souza & Taghian, 2005; Kaur et al., 2021; Yousef et al., 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

Ruanguttamanun

2023

Glob Bus Org Exc

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When entering foreign markets, effective advertising appeals are usually employed in advertising to convey local consumers how the products and services will satisfy their wants or needs. The purpose of this cross‐cultural study is to investigate the consumers’ differences between a developed economy (USA) and an emerging economy (Thailand) based on Hofstede's cultural dimensions and the advertising appeal in green advertisements. This study investigates the role played by cultural and economic differences on liking advertising appeals in green advertisements which provides new insight into the literature on cross‐cultural studies as well as managerial implications for marketers, especially in Thailand. Using Hofstede's cultural dimensions as a basis for distinguishing cultures, 40 green global advertisements were presented to 40 consumers in Thailand and 40 consumers in the United States. A combination of quantitative and visual content analysis was also used to examine green advertisements and determine the liking of the appeals. Cultural differences in Hofstede's dimensions reflect in advertising appeals preferences. The results indicate that the USA and Thailand preferred similar appeals but in different ranking; these appeals are corporate image, eye‐catching graphic, exaggerated, imaginative, informative, interesting, meaningful, natural, and sad. Possible explanations and implications of the findings are discussed as well as demonstrating the significance of culture on advertisement effectiveness.

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“…The ability of a social networking appeal to evoke emotions in the audience can influence its response (Liu et al, 2017; Yousef et al, 2022). When motivated, a socially networked audience can solicit others within their social networks to support a project, creating a chain reaction of peer‐to‐peer fundraising subnetworks (Bhati & McDonnell, 2020), which activates social influences that motivate donations (Saxton & Wang, 2014), all the while bypassing charity intermediation.…”

Section: Implications Of Online Fundraising On Social Networkmentioning

confidence: 99%

Online social network fundraising: Threats and potentialities

Wymer

Čačija

2022

Journal of Philanthropy and Marketing

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There has been a growth in online fundraising from crowdfunding apps, like GoFundMe, that propagate fundraising appeals on social networking sites. In the online space, these crowdfunding apps pose a potential threat to the traditional intermediation role of charities. The disintermediation threat is that donors choose crowdfunding intermediaries instead of charities to channel their giving. In this article, we discuss what makes crowdsourced fundraising effective and how charities can adapt to this new dynamic for more effective online fundraising emphasizing two key success factors: brand strength/reputation and managing the donor experience. In addition, we explain the advantages and disadvantages of social media fundraising and giving and propose ways charities can leverage their good reputations and public trust to stimulate reintermediation. Finally, we propose a landscape for future research based on model that emphases the fundraising campaign's ability to stimulate viral sharing within and between online social networks.

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Emotional appeals effectiveness in enhancing charity digital advertisements

Cited by 9 publications

References 97 publications

Actions Speak Louder Than Words: Sentiment and Topic Analysis of COVID-19 Vaccination on Twitter and Vaccine Uptake

Actions Speak Louder Than Words: Sentiment and Topic Analysis of COVID-19 Vaccination on Twitter and Vaccine Uptake

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

Online social network fundraising: Threats and potentialities

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