Advertisers use online reviews to design more effective advertisements
Abstract 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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| Main Authors: | , , , |
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| Format: | Digital revista |
| Language: | English |
| Published: |
Universidad Nacional Autónoma de México, Instituto de Ciencias Aplicadas y Tecnología
2022
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| Online Access: | http://www.scielo.org.mx/scielo.php?script=sci_arttext&pid=S1665-64232022000200237 |
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