Enhancing the impact of online hotel reviews through the use of emoticons

Manganari, Emmanouela E.; Dimara, Efthalia

doi:10.1080/0144929x.2016.1275807

Cited by 38 publications

(29 citation statements)

References 49 publications

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“…The electroencephalograph (EEG), a non-invasive brainwave apparatus, is a nonconventional technique used in marketing research (Wang et al, 2016) that can appropriately measure consumers’ neural activities in the brain, for example, cognitive and affective states (Wang and Minor, 2008), to further predict their purchase decisions (Aprilianty and Purwanegara, 2016). It is considered to be the most portable and affordable method of detecting physiological signals (Nguyen et al, 2017), which is suitable for measuring the relationship between physiology and psychology (Xu and Zhong, 2018). Moreover, it will be more effective and accurate than traditional self-reporting survey methodology (Sun, 2014).…”

Section: Methodsmentioning

confidence: 99%

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Hsu

Chen

2020

Australasian Marketing Journal

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This study aims to understand how hotel videos embedded with a smiling face emoji as a subliminal message affect consumers’ selection of hotels, with their brain activities measured and collected while they watched the videos. Data was collected from sixteen participants who completed two rounds of experiments. A chi-square test of homogeneity, paired sample t-test, and Bayes factor were performed to address the two proposed research questions. The results of this study reveal that participants’ selection of hotels would be significantly affected by the subliminal stimuli of a smiling face emoji. Meanwhile, neuroscientific data identifies significant differences between participants’ two (theta and beta) out of five bands of brainwaves while they were viewing hotel videos with and without the subliminal message. Suggestions for future studies and practical operations are also discussed.

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Section: Methodsmentioning

confidence: 99%

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Hsu

Chen

2020

Australasian Marketing Journal

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“…Textual paralanguages like emoticons and emoji, can influence the cognition and behavior of consumers in marketing activities (Luangrath et al, 2017; Manganari and Dimara, 2017; Urumutta Hewage et al, 2018), for example, the presence of emoji on food packaging can influence children's dietary choices (Siegel et al, 2015; Luangrath et al, 2017). It has been found that using emoji can enhance the explanatory power, attractiveness, creativity and innovation of marketing activity.…”

Section: Research Fields Regarding Emojimentioning

confidence: 99%

A Systematic Review of Emoji: Current Research and Future Perspectives

et al. 2019

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A growing body of research explores emoji, which are visual symbols in computer mediated communication (CMC). In the 20 years since the first set of emoji was released, research on it has been on the increase, albeit in a variety of directions. We reviewed the extant body of research on emoji and noted the development, usage, function, and application of emoji. In this review article, we provide a systematic review of the extant body of work on emoji, reviewing how they have developed, how they are used differently, what functions they have and what research has been conducted on them in different domains. Furthermore, we summarize directions for future research on this topic.

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“…The conceptual framework also integrates the interactions of the sequencing of reviews with pictorial content. The interaction between the sequencing of reviews and the use of pictorial content affects consumers' information processing and future intentions toward a reviewed restaurant (Manganari & Dimara, 2017). The picture superiority effect has been discussed by many researchers, especially in the message framing and persuasion domain (Nelson, Reed, and Walling, 1976;Seo, Dillard, and Shen, 2013), who have demonstrated that text accompanied with imagery tends to be more memorable than text alone.…”

Section: Sequence Of Reviews and Pictorial Contentmentioning

confidence: 99%

Pictorial content, sequence of conflicting online reviews and consumer decision-making: The stimulus-organism-response model revisited

Bigné

Chatzipanagiotou

Ruiz

2020

Journal of Business Research

214

105

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Conflicting online reviews challenge the consumer's decision-making processes. Furthermore, the increase in visual content, both positive and negative, adds complexity. This study analyses conflicting online reviews based on text and photos using automatic processing patterns and conscious perceptions. The study is built on the stimulus-organismresponse model revisited by Jacoby ( 2002), and captures nonlinear eye-tracking data and a questionnaire. A fsQCA analysis suggests that the order of the positive and negative stimuli strongly influence the way respondents perceive the overall meaning of a sequence of online reviews, supporting primacy-recency effects. In addition, the visualization pattern is shown to be similar, regardless of the valence sequence of the online reviews. The visual attention paid to the pictorial content is at the expense of attention paid to the text. Theoretical contributions to the stimulus-organism-response model and managerial implications are proposed.

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Enhancing the impact of online hotel reviews through the use of emoticons

Cited by 38 publications

References 49 publications

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study

A Systematic Review of Emoji: Current Research and Future Perspectives

Pictorial content, sequence of conflicting online reviews and consumer decision-making: The stimulus-organism-response model revisited

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