Engagement with Online Media

This research investigated the use of consumer neuroscience to improve and determine the effectiveness of action/emotion-based public health and social cause (HSC) advertisements. Action-based advertisements ask individuals to ‘do something’ such as ‘act’, ‘share’, make a ‘pledge’ or complete a ‘challenge’ on behalf of a brand, such as doing ‘something good, somewhere, for someone else’. Public health messages as noncommercial advertisements attempt to positively change behavioural intent or increase awareness. Australian health expenditure was $180.7 billion AUD (Australian dollars) in 2016/17 with $17 million AUD spent on government health campaigns. However, evaluation of health advertisement effectiveness has been difficult to determine. Few studies use neuroscience techniques with traditional market research methods. A 2-part study with an exploratory design was conducted using (1) electroencephalography (EEG) using a 64 channel EEG wet cap (n = 47); and (2) a Qualtrics online psychometric survey (n = 256). Participants were asked to make a donation before and after viewing 7 HSC digital/social media advertisements and logos (6 action/emotion-based; 1 control) to measure changes in behavioural intent. Attention is considered a key factor in determining advertising effectiveness. EEG results showed theta synchronisation (increase)/alpha desynchronisation (decrease) indicating attention with episodic memory encoding. sLORETA results displayed approach responses to action/emotion-based advertisements with left prefrontal and right parietal cortex activation. EEG and survey results showed the greatest liking for the ManUp action/emotion-based advertisement which used male facial expressions of raw emotion and vulnerability. ManUp also had the highest increased amount donated after viewing. Lower theta amplitude results for the International Fund for Animal Welfare (IFAW) action/emotion-based advertisement indicated that novel (possessing distinct features) rather than attractive/conventional faces were more appealing, while the rapid presentation of faces was less effective. None of the highest peak amplitudes for each ad occurred when viewing brand logos within the advertisement. This research contributes to the academic consumer neuroscience, advertising effectiveness, and social media literature with the use of action/challenge/emotion-based marketing strategies, which remains limited, while demonstrating the value in combining EEG and neuroscientific techniques with traditional market research methods. The research provides a greater understanding of advertising effectiveness and changes in behavioural intent with managerial implications regarding the effective use of action/challenge/emotion-based HSC communications to potentially help save a life and reduce expenditure on ineffectual HSC marketing campaigns.

show abstract

“…[72]. Engagement is a field of investigation in itself; for further discussion see [73,74,75,76,77,78,79,80].…”

Section: Introductionmentioning

confidence: 99%

Consumer Neuroscience and Digital/Social Media Health/Social Cause Advertisement Effectiveness

Harris

Ciorciari

Gountas

2019

Behavioral Sciences

View full text Add to dashboard Cite

show abstract

“…Para entender el concepto de alcance aplicado al consumo de contenidos informativos en medios digitales, debemos retomar la UyG, y la idea de las audiencias activas, según la cual, los usuarios eligen los medios de manera deliberada y discriminatoria (Mersey, Malthouse y Calder, 2010). Ya en 1987, Stone indicó que las personas no atienden mensajes que no tienen un interés para ellos.…”

Section: Audiencia Alcance Y Engagementunclassified

Tratamiento informativo de la pandemia del coronavirus en los medios digitales españoles

et al. 2020

View full text Add to dashboard Cite

El presente trabajo de investigación empírica aborda la cobertura informativa del SARS-CoV-2 en los medios digitales españoles. Se analizan las piezas informativas que mayor alcance/engagement han obtenido en medios digitales con la finalidad de conocer cuáles han sido las variables más destacadas en el discurso de la pandemia. Del mismo modo, se ha realizado un análisis del discurso analizando el tono empleado. Los resultados apuntan que las temáticas más destacadas en los titulares de lo medios digitales han sido la sanidad, la política y la economía. Son estas tres temáticas las que más titulares con tono positivo y negativo han recibido. La variable tono ha sido, a nivel global, balanceada por igual en la muestra total de análisis (mismo número de titulares positivos y negativos). La sociedad civil ha sido el actor informativo que ha acaparado mayor interés en los titulares como objeto protagonista de la información. Al cruzar la variable tono con los actores informativos se ha podido comprobar que la sociedad civil y el Gobierno son los actores que han atraído el mayor número de titulares con tono negativo y positivo. Se ha profundizado en las temáticas que han provocado esa dualidad.

show abstract

“…Compared to traditional off-line marketing communication, social media marketing allows for more interactions with potential consumers and relies strongly on the Internet for communication (Fukui and Ohe, 2019; Gunter et al, 2019). One of the goals of marketers’ efforts in the context of social media or in online social interactions is to strengthen the level of customer engagement (Cvelbar et al, 2018; Davis Mersey et al, 2010). Rather than solely relying on the traditional method of collecting consumer opinions from surveys, companies have started collecting more objective customer online engagement metrics to investigate social media’s influence on brand loyalty and firm performance (Kim et al, 2016).…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Effectiveness of social media marketing on enhancing performance: Evidence from a casual-dining restaurant setting

Kim

Choi

2019

Tourism Economics

View full text Add to dashboard Cite

Social media sites serve as lead generators for achieving marketing communication and raising brand awareness for casual-dining restaurant firms. This study attempts to measure social media engagement across different social networking sites (SNSs) and promotional activities for the casual-dining restaurant industry. This study also explores the influence of the dimensionality of social media engagement on the performance of casual-dining restaurants. The findings show that the metrics of social media engagement are different across channels and promotional activities. The results also reveal that these metrics have significant positive impacts on casual-dining restaurant performance. Pragmatically, the findings provide an assessment that enables casual-dining restaurant marketers to select the most effective SNSs and implement the most appropriate promotional activities, given the limited marketing budget of small and medium-sized casual-dining restaurants.

show abstract

Engagement with Online Media

Cited by 167 publications

References 34 publications

Consumer Neuroscience and Digital/Social Media Health/Social Cause Advertisement Effectiveness

Consumer Neuroscience and Digital/Social Media Health/Social Cause Advertisement Effectiveness

Tratamiento informativo de la pandemia del coronavirus en los medios digitales españoles

Effectiveness of social media marketing on enhancing performance: Evidence from a casual-dining restaurant setting

Contact Info

Product

Resources

About