Metaphorical or Straightforward? Comparing the Effectiveness of Different Types of Social Media Advertising

The existing studies have analyzed the advertising effects of metaphorical advertisements and straightforward adverts in traditional advertising media. However, their advertising effects on social media are still unclear. To address this issue, this study uses eye-tracking and questionnaires to exam...

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Detalhes bibliográficos
Main Authors: Xin Ding, Ping Feng, Jingqiang Wang, Meizhen Lin
Formato: Artigo
Idioma:Inglês
Publicado em: Frontiers Media S.A. 2022-05-01
Colecção:Frontiers in Neuroscience
Assuntos:
metaphorical advertisements
straightforward advertisements
post popularity
visual attention
eye-tracking technology
elaboration likelihood model
Acesso em linha:https://www.frontiersin.org/articles/10.3389/fnins.2022.851729/full
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