Advertisers use online reviews to design more effective advertisements

Rahat Ullah and Ghayur Ahmad and Azaze Azizi Abdul Adis and Atya Zeb (2022) Advertisers use online reviews to design more effective advertisements. Journal of Applied Research and Technology, 20 (2). pp. 237-244. ISSN 1665-6423

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URL: https://jart.icat.unam.mx/index.php/jart/article/v...

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.

Item Type:	Article
Keyword:	Print advertisements , Recall effect , Attitude , Emotional words
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5801-6182 Advertising
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	21 Jul 2022 16:08
Last Modified:	21 Jul 2022 16:08
URI:	https://eprints.ums.edu.my/id/eprint/33478

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