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Advertisers use online reviews to design more effective advertisements

Rahat UllahWestminster International University of Tashkent, UzbekistanGhayur AhmadCollege of Business Administration, Prince Mohammad Bin Fahd University Khobar, Saudi ArabiaAzaze-Azizi Abdul AdisFaculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, MalaysiaAtya ZebWestminster International University of Tashkent, Uzbekistan

Journal of Applied Research and Technologyjournal2022en

ABI

Annotatsiya

The key advertisement element “text” has a unique superiority effect on attention and attraction towards advertisements. While a number of studies has examined how an advertisements need to be effective and persuading. Our aim in this paper is to mine the customer reviews for emotional, non-emotional and both mix content to design more effective advertisements. We believe that because online customer reviews having a lot of marketing insights which can be used further. We find that that recall effect is higher for print ads containing emotional content. In addition, we found that ads with mix of emotional and non-emotional content from reviews will have a positive attitude towards the print ads. Finally, we found that viewing ads with mix of both emotional and non-emotional text will increase purchase intension among consumers.

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Mavzular

Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Technology Adoption and User Behaviour

Identifikatorlar

DOI: 10.22201/icat.24486736e.2022.20.2.982

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