Cause-related marketing ads in the eye tracker: it depends on how you present, who sees the ad, and what you promote

Chang, Chun Tuan; Chen, Pei Chi

doi:10.1080/02650487.2015.1100698

Cited by 28 publications

(13 citation statements)

References 59 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Moreover, an image with a human face is easier to process because it requires less effort to extract than another type of image (e.g. abstract imagery) (Chang & Chen, 2017). On the other hand, images with humans may act as an emotional trigger and facilitate automatic customer responses.…”

Section: Discussionmentioning

confidence: 99%

How Hotel Companies Can Foster Customer Sociability Behaviour on Facebook?

Vaičiukynaitė

Gatautis

2018

Journal of Business Economics and Management

View full text Add to dashboard Cite

Social network sites (hereinafter, SNSs) have become extremely popular, playing an important role in consumers’ every day lives. Empowered by SNSs, the customer becomes more active and spends more time with their family, friends or companies online. Therefore, companies seek to encourage online conversations for several beneficial reasons such as maintaining relationships with their customers and achieving customer loyalty. There are no widely accepted characteristics of company messages that foster customer sociability behaviour regarding likes, comments, shares and emotion expressions on Facebook in literature. The purpose of this paper is to explore the characteristics of company messages that facilitate customer sociability behaviour on Facebook. The current study integrates content analysis and text analysis with the Linguistic Inquiry and Word Count Software (LIWC). The data were obtained from two five-star hotel brands on Facebook from 18th October 2016 to 18th October 2017. A total of 306 messages were collected. The results indicated that social messages generated more consumer likes, comments and emotional expressions on Facebook. The number of likes, comments and emotion expressions can be facilitated by images with humans. Messages accompanied with social words exhibit customer comments and emotion expressions.

show abstract

Section: Discussionmentioning

confidence: 99%

How Hotel Companies Can Foster Customer Sociability Behaviour on Facebook?

Vaičiukynaitė

Gatautis

2018

Journal of Business Economics and Management

View full text Add to dashboard Cite

show abstract

“…Previous studies have applied eye‐tracking to online advertising (e.g., Muñoz‐Leiva et al, 2019) but, to the best of the authors' knowledge, very few have examined CRM in social media (for an exception, see Bigné et al, 2021). Existing works have focused on direct relationships, with visual attention as the dependent variable (e.g., Chang & Chen, 2017), but not as a moderator between consumer attitudes and behaviors.…”

Section: Introductionmentioning

confidence: 99%

Impact of cause‐related marketing on consumer advocacy and cause participation: A causal model based on self‐reports and eye‐tracking measures

2021

View full text Add to dashboard Cite

Cause‐related marketing improves corporate image and consumer attitudes toward brands. An important research gap is how the visual attention paid to cause‐related cues in social media affect consumer attitudes and behaviors. In the present study, we analyze the moderating role of the visual attention paid to Instagram‐based, cause‐related posts on the impact of consumer perceptions (i.e., corporate image), beliefs (trust), and attitudes (i.e., corporate social responsibility [CSR] support) on behavioral intentions (i.e., cause participation, consumer advocacy, and intention to share posts) for fast‐food restaurants. Data for the study were collected in a between‐subjects experiment with 123 participants. Visual attention was measured using eye‐tracking technology, and consumer attitudes and behavioral intentions through an online survey. The results show that the greater the attention paid to images (amount and duration of fixations) and the more revisits made lead to more positive attitudes and behaviors toward the cause and the company. On the other hand, the more time spent looking at the company's responses to negative user‐generated content weakens the relationship between trust and consumer advocacy toward the company. These results can help practitioners design appropriate cause‐related marketing strategies in social media.

show abstract

“…Past studies used eye tracking to analyze the differences in behavior on different size screens [Kim et al 2015;Tonkin et al 2011] and the influence of the model's smile on consumers' attention and purchase intention [Wang et al 2017]. Visual attention influences consumer evaluations of the product or service [Ladeira et al 2019] and marketing ads online [Ahn et al 2018;Chang and Chen 2017;Kaspar et al 2019;Kong et al 2019;Pfiffelmann et al 2019]. Eye tracking technology has been used to capture user eye movements and attention to web design elements and images on e-commerce websites [Haesner et al 2018;Jahanian et al 2018;Lamberz and Litfin 2018;Sari et al 2015;Vidyapu et al 2019;Wang et al 2014].…”

Section: Background Literature 21 Eye Tracking Research In E-commercementioning

confidence: 99%

Mobile Consumer Behavior in Fashion m-Retail

Tupikovskaja-Omovie

Tyler

2020

ACM Symposium on Eye Tracking Research and Applications

View full text Add to dashboard Cite

With exponential adoption of mobile devices, consumers increasingly use them for shopping. There is a need to understand the gender differences in mobile consumer behavior. This study used mobile eye tracking technology and mixed-method approach to analyze and compare how male and female mobile fashion consumers browse and shop on smartphones. Mobile eye tracking glasses recorded fashion consumers' shopping experiences using smartphones for browsing and shopping on the actual fashion retailer's website. 14 participants successfully completed this study, half of them were males and half females. Two different data analysis approaches were employed, namely a novel framework of the shopping journey, and semantic gaze mapping with 31 Areas of Interest (AOI) representing the elements of the shopping journey. The results showed that male and female users exhibited significantly different behavior patterns, which have implications for mobile website design and fashion m-retail. The shopping journey map framework proves useful for further application in market research. CCS CONCEPTS • Human-centered computing → Smartphones; Empirical studies in ubiquitous and mobile computing; Empirical studies in interaction design; • Information systems → Online shopping; • Applied computing → Online shopping; Marketing; Decision analysis; • Social and professional topics → User characteristics; Men; Women.

show abstract

Cause-related marketing ads in the eye tracker: it depends on how you present, who sees the ad, and what you promote

Cited by 28 publications

References 59 publications

How Hotel Companies Can Foster Customer Sociability Behaviour on Facebook?

How Hotel Companies Can Foster Customer Sociability Behaviour on Facebook?

Impact of cause‐related marketing on consumer advocacy and cause participation: A causal model based on self‐reports and eye‐tracking measures

Mobile Consumer Behavior in Fashion m-Retail

Contact Info

Product

Resources

About