Eat, drink, and create content: a multi-method exploration of visual social media marketing content

Alexa K. Fox, Chinintorn Nakhata, George D. Deitz

Research output: Contribution to journalArticle

Abstract

As visual social media marketing (VSMM) content continues to increase in popularity, it is imperative for marketers to understand the elements of such marketing efforts that capture consumers attention. Across three empirical studies, the researchers use eye tracking technology and a scenario-based experimental design to explore the impacts of the use of figurative language (i.e., antithesis and alliteration) and Snapchat’s drawing feature on consumers attention to the verbal element (i.e., caption) of company-generated and consumer-generated VSMM content (i.e., snap), specifically, on Snapchat. Results demonstrate the positive impact of the use of figurative language on consumers attention to the caption in VSMM content. Furthermore, consumers attention to the caption in company-generated (consumer-generated) VSMM content is greater when the caption uses antithesis (alliteration). Finally, the presence of pictorial information (i.e., drawings) in VSMM content may impact the relationship between the use of figurative language (i.e., alliteration) and consumers attention to the caption in consumer-generated VSMM content. Implications for marketing and advertising theory and practice are discussed.

Original languageEnglish (US)
Pages (from-to)450-470
Number of pages21
JournalInternational Journal of Advertising
Volume38
Issue number3
DOIs
StatePublished - Apr 3 2019

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social media
Marketing
marketing
language
Social media marketing
Drinks
Multi-method
popularity
Design of experiments
Industry
scenario
Language

All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing

Cite this

Fox, Alexa K. ; Nakhata, Chinintorn ; Deitz, George D. / Eat, drink, and create content : a multi-method exploration of visual social media marketing content. In: International Journal of Advertising. 2019 ; Vol. 38, No. 3. pp. 450-470.
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Eat, drink, and create content : a multi-method exploration of visual social media marketing content. / Fox, Alexa K.; Nakhata, Chinintorn; Deitz, George D.

In: International Journal of Advertising, Vol. 38, No. 3, 03.04.2019, p. 450-470.

Research output: Contribution to journalArticle

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