This advert makes me cry: disclosure of emotional response to advertisement on Facebook

3.50
Hdl Handle:
http://hdl.handle.net/10547/608786
Title:
This advert makes me cry: disclosure of emotional response to advertisement on Facebook
Authors:
Mogaji, Emmanuel ( 0000-0003-0544-4842 )
Abstract:
As social media is transforming how consumers interact with brands and how brand-related content is consumed, this paper aims to investigate if and how Facebook users express their emotions towards advertisements of brand share on the site. Seven hundred and three comments about the Lloyds 250th Anniversary advertisement on Facebook were analysed as positive, negative or neutral attitude towards the advert. Facebook users found the advertisement emotionally appealing and voluntarily report their emotion of love, pride and in some cases anger. The presence of an iconic image like the black horse and the cover music was found to be emotionally appealing. The background music as well aroused positive emotions and engaging. This study introduces the possibility of analysing Facebook comments on brand content to understand consumers’ emotional responses and attitudes to the brand. Managers can explore these opportunities to identify what consumers find interesting in advertisements and how best to develop their creative strategies. It also offers the opportunity to allocate resources better to engage consumers with creative advertisement. Unlike interviews or surveys, this is a pioneering study on measuring emotional responses to advertisement through users’ self-report on social media. Public Interest Statemen
Citation:
Mogaji, E. (2016) 'This advert makes me cry: disclosure of emotional response to advertisement on Facebook'. Cogent Business & Management, vol 3 (1)
Publisher:
Taylor & Francis
Journal:
Cogent Business & Management
Issue Date:
4-May-2016
URI:
http://hdl.handle.net/10547/608786
DOI:
10.1080/23311975.2016.1177906
Additional Links:
http://cogentoa.tandfonline.com/doi/full/10.1080/23311975.2016.1177906
Type:
Article
Language:
en
ISSN:
2331-1975
Appears in Collections:
Business and management

Full metadata record

DC FieldValue Language
dc.contributor.authorMogaji, Emmanuelen
dc.date.accessioned2016-05-10T11:41:51Zen
dc.date.available2016-05-10T11:41:51Zen
dc.date.issued2016-05-04en
dc.identifier.citationMogaji, E. (2016) 'This advert makes me cry: disclosure of emotional response to advertisement on Facebook'. Cogent Business & Management, vol 3 (1)en
dc.identifier.issn2331-1975en
dc.identifier.doi10.1080/23311975.2016.1177906en
dc.identifier.urihttp://hdl.handle.net/10547/608786en
dc.description.abstractAs social media is transforming how consumers interact with brands and how brand-related content is consumed, this paper aims to investigate if and how Facebook users express their emotions towards advertisements of brand share on the site. Seven hundred and three comments about the Lloyds 250th Anniversary advertisement on Facebook were analysed as positive, negative or neutral attitude towards the advert. Facebook users found the advertisement emotionally appealing and voluntarily report their emotion of love, pride and in some cases anger. The presence of an iconic image like the black horse and the cover music was found to be emotionally appealing. The background music as well aroused positive emotions and engaging. This study introduces the possibility of analysing Facebook comments on brand content to understand consumers’ emotional responses and attitudes to the brand. Managers can explore these opportunities to identify what consumers find interesting in advertisements and how best to develop their creative strategies. It also offers the opportunity to allocate resources better to engage consumers with creative advertisement. Unlike interviews or surveys, this is a pioneering study on measuring emotional responses to advertisement through users’ self-report on social media. Public Interest Statemenen
dc.languageenen
dc.language.isoenen
dc.publisherTaylor & Francisen
dc.relation.urlhttp://cogentoa.tandfonline.com/doi/full/10.1080/23311975.2016.1177906en
dc.rightsArchived with thanks to Cogent Business & Managementen
dc.subjectemotional responseen
dc.subjectattitudeen
dc.subjectadvertisementen
dc.subjectFacebooken
dc.subjectLloydsen
dc.subjectUKen
dc.subjectN561 Advertisingen
dc.subjectadvertisingen
dc.subjectsocial mediaen
dc.titleThis advert makes me cry: disclosure of emotional response to advertisement on Facebooken
dc.typeArticleen
dc.identifier.journalCogent Business & Managementen
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