Online Marketing Synergy Combining self-reported and real-time data to examine the effect of user-generated keywords and emotions for a tourism campaign
Φόρτωση...
Ημερομηνία
2023-06-23
Συγγραφείς
Papanikolaou, Ioannis
Τίτλος Εφημερίδας
Περιοδικό ISSN
Τίτλος τόμου
Εκδότης
Δικαιώματα
Default License
Άδειες
Παραπομπή
Papanikolaou, I. (2022). Online Marketing Synergy
Combining self-reported and
real-time data to examine
the effect of user-generated
keywords and emotions
for a tourism campaign, International Hellenic University, Thessaloniki
Παραπομπή
Περίληψη
Περίληψη
This study focuses on the online synergy aspect in digital marketing by focusing on
generated keywords, arousal & valence metrics for a particular tourism campaign by eval uating video advertisements, Figure advertisements and a combination of both. These
metrics were monitored by face tracking applications and a self-report tool. 61participants
were divided into 3 equal groups. The first two groups were subjected to a different stim ulus and the group was subjected to all stimuli. In our experiments, we were mostly con cerned in monitoring arousal & valence during specific timeframes (first 5 seconds, half way through the experiment, final moments of the experiment), the brainstormed key words that were part of the impulsive decisions, the intention to visit New Zealand and
comparing the results between our two selected research tools. We discovered that users
scored higher when using the self-reported tool than their real time data counterparts,
combined ads elicited significantly higher arousal levels than single type ads and we pro posed a process of dividing keywords to easier discover associations between campaign based keywords and user’s intent. For the last part, we can argue that the 100% Pure New
Zealand initiative matched 37% of keywords reported by our participants.
Περιγραφή
Λέξεις-κλειδιά
Online synergy, Digital marketing, Emotion tracking, Face tracking, Tourism campaign