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Beyond Words : = Visual Metaphors in Hotel Social Media Advertising.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Beyond Words :/
其他題名:	Visual Metaphors in Hotel Social Media Advertising.
作者:	Choi, Jaewon.
面頁冊數:	1 online resource (84 pages)
附註:	Source: Masters Abstracts International, Volume: 85-01.
Contained By:	Masters Abstracts International85-01.
標題:	Web studies. -
電子資源:	click for full text (PQDT)
ISBN:	9798379780067

Beyond Words : = Visual Metaphors in Hotel Social Media Advertising.
Choi, Jaewon.

Beyond Words :Visual Metaphors in Hotel Social Media Advertising. - 1 online resource (84 pages)

Source: Masters Abstracts International, Volume: 85-01.

Thesis (M.S.)--University of Delaware, 2023.

Includes bibliographical references

Social media is increasingly being used as a platform for marketing and advertising campaigns. In particular, Instagram has become a popular advertising and marketing tool for hotels, as visuals play an important role in the hospitality industry. However, there is always a challenge in how hotels can design visual advertising to successfully attract customers and motivate them to stay at the hotels. Therefore, this study aims to compare the effects of two kinds of visual images (i.e., metaphorical vs. literal) on advertising effectiveness based on the type of hotel (i.e., luxury vs. budget) and to examine whether the degree of involvement moderates the relationships. A total of 400 participants from the United States took part in the experimental study. They were randomly assigned to four different conditions: 2 (visual type: metaphorical vs. literal) X 2 (hotel segment: luxury vs. budget) and asked to rate their (1) attitude toward the ad (2) attitude toward the advertised hotel, and (3) purchase intention. Additionally, they were requested to specify their degree of involvement with the hotel product. The results revealed that customers had a more positive attitude towards metaphorical visual ads as compared to literal visual ads. Moreover, there was a correlation between customers' reactions and their level of involvement with hotels; those who were highly involved preferred literal visual ads, while those with low involvement preferred metaphorical visual ads. These findings can be used by hotel marketers to design differentiated social marketing strategies based on customer characteristics and to enhance their knowledge of social media advertising in the hotel industry.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798379780067Subjects--Topical Terms:

1148502
Web studies.
Subjects--Index Terms:

Advertising campaignsIndex Terms--Genre/Form:

554714
Electronic books.

Beyond Words : = Visual Metaphors in Hotel Social Media Advertising.
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