24,729 research outputs found
Opinion mining and sentiment analysis in marketing communications: a science mapping analysis in Web of Science (1998–2018)
Opinion mining and sentiment analysis has become ubiquitous in our society, with
applications in online searching, computer vision, image understanding, artificial intelligence and
marketing communications (MarCom). Within this context, opinion mining and sentiment analysis
in marketing communications (OMSAMC) has a strong role in the development of the field by
allowing us to understand whether people are satisfied or dissatisfied with our service or product
in order to subsequently analyze the strengths and weaknesses of those consumer experiences. To
the best of our knowledge, there is no science mapping analysis covering the research about opinion
mining and sentiment analysis in the MarCom ecosystem. In this study, we perform a science
mapping analysis on the OMSAMC research, in order to provide an overview of the scientific work
during the last two decades in this interdisciplinary area and to show trends that could be the basis
for future developments in the field. This study was carried out using VOSviewer, CitNetExplorer
and InCites based on results from Web of Science (WoS). The results of this analysis show the
evolution of the field, by highlighting the most notable authors, institutions, keywords,
publications, countries, categories and journals.The research was funded by Programa Operativo FEDER Andalucía 2014‐2020, grant number “La
reputación de las organizaciones en una sociedad digital. Elaboración de una Plataforma Inteligente para la
Localización, Identificación y Clasificación de Influenciadores en los Medios Sociales Digitales (UMA18‐
FEDERJA‐148)” and The APC was funded by the same research gran
La influencia de la posicion del banner y la experiencia del usuario sobre el recuerdo. El efecto mediador de la atencion visual
This work was partly supported by the Spanish National Research Programme (R1D1i Research Project
ECO2017-88458-R), Andalusian R1D1I Research Programme (B-SEJ-209-UGR18, the project “Research in
NeuroSOCOM”) and by Portuguese national funding through FCT – Fundação para a Ciência e a
Tecnologia (projects UID/BIM/04773/2019 CBMR; UIDB/04020/2020 CinTurs; UIDB/04470/2020 CiTUR).
Finally, the authors also wish to thank prof. Carlos Flavian, SJM-ESIC editor and the anonymous reviewers
for their invaluable comments and constructive reflections to enable the publication of this manuscript.Purpose: This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by exploring how this impact depends on the user’s degree of internet experience. Design/methodology/approach: An experiment was conducted using the eye-tracking methodology, in addition to a self-administered questionnaire. Through eye-tracking technology, eye movements were recorded whilst participants explored a generic hotel website. The factors used in the analyses were the position of the banner on the website and participants’ experience as internet users. Findings: The findings showed that positioning a banner at certain locations on the webpage may lead to a better recall, which, in part, seems to result from the visual attention that such locations attract. The mediation analysis showed that the bottom-right and bottom-left positions have a negative effect on banner recall due, in part, to the shorter attention times and the smaller number of fixations those positions induce. Although the visitor’s level of internet experience affected his/her visual attention towards the banner, its impact on banner recall was non-significant. Results are discussed considering which variables produce greater effectiveness in capturing the user’s attention. Practical implications: The paper draws several implications for the marketing literature, hospitality management and society in general. Originality/value: The study is the first to analyse the impact of the position of a static ad on users’ visual attention and memory, considering the user’s degree of internet experience.Andalusian R+D+I Research Programme
B-SEJ-209-UGR18Ciencia e a TecnologiaSpanish National Research Programme
ECO2017-88458-RFundação para a Ciência e a Tecnologia
UID/BIM/04773/2019 CBMR, UIDB/04470/2020 CiTU
Neurophysiological Profile of Antismoking Campaigns
Over the past few decades, antismoking public service announcements (PSAs) have been used by governments to promote healthy
behaviours in citizens, for instance, against drinking before the drive and against smoke. Effectiveness of such PSAs has been
suggested especially for young persons. By now, PSAs efficacy is still mainly assessed through traditional methods (questionnaires
and metrics) and could be performed only after the PSAs broadcasting, leading to waste of economic resources and time in the
case of Ineffective PSAs. One possible countermeasure to such ineffective use of PSAs could be promoted by the evaluation of the
cerebral reaction to the PSA of particular segments of population (e.g., old, young, and heavy smokers). In addition, it is crucial to
gather such cerebral activity in front of PSAs that have been assessed to be effective against smoke (Effective PSAs), comparing
results to the cerebral reactions to PSAs that have been certified to be not effective (Ineffective PSAs). &e eventual differences
between the cerebral responses toward the two PSA groups will provide crucial information about the possible outcome of new
PSAs before to its broadcasting. &is study focused on adult population, by investigating the cerebral reaction to the vision of
different PSA images, which have already been shown to be Effective and Ineffective for the promotion of an antismoking
behaviour. Results showed how variables as gender and smoking habits can influence the perception of PSA images, and how
different communication styles of the antismoking campaigns could facilitate the comprehension of PSA’s message and then
enhance the related impac
Looking Beyond a Clever Narrative: Visual Context and Attention are Primary Drivers of Affect in Video Advertisements
Emotion evoked by an advertisement plays a key role in influencing brand
recall and eventual consumer choices. Automatic ad affect recognition has
several useful applications. However, the use of content-based feature
representations does not give insights into how affect is modulated by aspects
such as the ad scene setting, salient object attributes and their interactions.
Neither do such approaches inform us on how humans prioritize visual
information for ad understanding. Our work addresses these lacunae by
decomposing video content into detected objects, coarse scene structure, object
statistics and actively attended objects identified via eye-gaze. We measure
the importance of each of these information channels by systematically
incorporating related information into ad affect prediction models. Contrary to
the popular notion that ad affect hinges on the narrative and the clever use of
linguistic and social cues, we find that actively attended objects and the
coarse scene structure better encode affective information as compared to
individual scene objects or conspicuous background elements.Comment: Accepted for publication in the Proceedings of 20th ACM International
Conference on Multimodal Interaction, Boulder, CO, US
Consumer Perception of Online Advertising - The Effects of Animation, Ad Characteristics, Repetition and Task Relevancy on Attention and Memory
Prior advertising research on advertising perception models has mainly focused on effects that occur after consumers have been exposed to advertising stimuli. Little research has examined how consumers are exposed to advertising and the quality of visual attention during advertising exposure. This doctoral dissertation examines how consumers allocate their visual attention to online ads and how consumers memorize ads in different viewing conditions. More precisely, the dissertation focuses on how ad format and location, animation, repetition, abrupt onsets, and task relevancy affect attention to ads and memory performance.
The thesis employs theories of cognitive psychology, visual marketing and consumer behavior, advertising persuasion models and computer science and applies experimental methodologies such as eye tracking besides consumers' self-reported measures. The thesis consists of four essays. Essay 1 introduces a review of relevant theory and eye tracking methodology for online advertising research. The next three essays present experimental studies. Essay 2 investigates the effects of ad format and animation on attention and memory. Essay 3 examines the effects of repetition of ads on memory. Essay 4 investigates how animation, ad format and abrupt onsets of ads affect reading performance, and how online ads are perceived during free browsing compared to an instructed reading task.
Our findings indicate that attention and memory for ads were significantly affected by consumers' intentions, ad characteristics and web page contents. Consumers are more likely to be attracted by ads when browsing web sites freely without a special task. Ad characteristics, such as animation and ad format interact and influence differently on attention and memory performance for ads depending on the ad's location on a page and the surrounding page content. The thesis also tested the effects of repetition of ads as a potential strategy to improve memory for ads. A significant positive effect was found already at rather low levels of repetition. Moreover, we also tested consumers' attention to abrupt onsets of ads. We registered a significant increase of attention to abrupt onsets of ads as compared with permanent ads especially during free browsing of web pages.
This thesis increases our knowledge of the role and type of ad exposure on consumers' attention by evaluating the effectiveness of advertising exposure in dynamic online environment. This research is also the first attempt to evaluate the applicability of the primary eye tracking measures for online advertising. For advertisers, media traders and graphic designers this research proposes new strategies about how to adjust ad format and placement, animation and repetition to break through advertising clutter and reduce consumers' ad avoidance to develop stronger brand awareness and preferences
A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall
Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets. Which medium is the most effective in terms of information memory or reading behavior is not clear, however. In this study, advertisements from an Italian newspaper were presented in three media formats: website (through the Internet with a desktop PC), paper, and a PDF version displayed on a tablet device. Responses to the same news and advertising were measured with eye tracker, electroencephalography brain scanner, and
memory test
Mobile advertising effectiveness versus PC and TV using consumer neuroscience
This Doctoral Thesis, entitled Mobile Advertising Effectiveness versus PC
and TV, Using Consumer Neuroscience, while analyzes both the evolution of mobile advertising and its current
situation, also discusses, how effective is mobile advertising when compared against advertising in other digital
devices, such as PC and TV.
The last few years have been characterized by an increase of the time that consumers spend on their mobile
phones and as a result, by an increase in the expending on digital mobile advertising. Brands are already
demanding models that measure digital advertising effectiveness, and consumer neuroscience technology may
help, not only to measure it, but also to understand its impact on consumers.
Considering this environment, this research proposes various recommendations for advertisers that may be
considering using consumer neuroscience technology to measure mobile advertising effectiveness, as well as
recommendations on how to design mobile ads that increase advertising effectiveness
Virual world users evaluated according to environment design, task based adn affective attention measures
This paper presents research that engages with virtual worlds for education users to understand design of these applications for their needs. An in-depth multi-method investigation from 12 virtual worlds participants was undertaken in three stages; initially a small scale within-subjects eye-tracking comparison was made between the role playing game 'RuneScape' and the virtual social world 'Second Life', secondly an in-depth evaluation of eye-tracking data for Second Life tasks (i.e. avatar, object and world based) was conducted, finally a qualitative evaluation of Second Life tutorials in comparative 3D situations (i.e. environments that are; realistic to surreal, enclosed to open, formal to informal) was conducted. Initial findings identified increased users attention within comparable gaming and social world interactions. Further analysis identified that 3D world focused interactions increased participants' attention more than object and avatar tasks. Finally different 3D situation designs altered levels of task engagement and
distraction through perceptions of comfort, fun and fear.
Ultimately goal based and environment interaction tasks can
increase attention and potentially immersion. However,
affective perceptions of 3D situations can negatively impact on attention. An objective discussion of the limitations and benefits of virtual world immersion for student learning is presented
See, Like, Share, Remember: Adolescents’ Responses to Unhealthy-, Healthy- and Non-Food Advertising in Social Media
Media-saturated digital environments seek to influence social media users’ behaviour, including through marketing. The World Health Organization has identified food marketing, including advertising for unhealthy items, as detrimental to health, and in many countries, regulation restricts such marketing and advertising to younger children. Yet regulation rarely addresses adolescents and few studies have examined their responses to social media advertising. In two studies, we examined adolescents’ attention, memory and social responses to advertising posts, including interactions between product types and source of posts. We hypothesized adolescents would respond more positively to unhealthy food advertising compared to healthy food or non-food advertising, and more positively to ads shared by peers or celebrities than to ads shared by a brand. Outcomes measured were (1a) social responses (likelihood to ‘share’, attitude to peer); (1b) brand memory (recall, recognition) and (2) attention (eye-tracking fixation duration and count). Participants were 151 adolescent social media users (Study 1: n = 72; 13−14 years; M = 13.56 years, SD = 0.5; Study 2: n = 79, 13−17 years, M = 15.37 years, SD = 1.351). They viewed 36 fictitious Facebook profile feeds created to show age-typical content. In a 3 × 3 factorial design, each contained an advertising post that varied by content (healthy/unhealthy/non-food) and source (peer/celebrity/company). Generalised linear mixed models showed that advertisements for unhealthy food evoked significantly more positive responses, compared to non-food and healthy food, on 5 of 6 measures: adolescents were more likely to wish to ‘share’ unhealthy posts; rated peers more positively when they had unhealthy posts in their feeds; recalled and recognised a greater number of unhealthy food brands; and viewed unhealthy advertising posts for longer. Interactions with sources (peers, celebrities and companies) were more complex but also favoured unhealthy food advertising. Implications are that regulation of unhealthy food advertising should address adolescents and digital media
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