Eat, drink, and create content: a multi-method exploration of visual social media marketing content. Issue 3 (3rd April 2019)

• Record Type: Journal Article
• Authors: Fox, Alexa K.; Nakhata, Chinintorn; Deitz, George D.
• Is Part Of: International journal of advertising. Volume 38:Issue 3(2019)
• Page Start: 450
• Page End: 470
• Publication Date: 2019-04-03
• Subjects: Visual social media marketing -- figurative language -- attention -- eye tracking -- company-generated content -- consumer-generated content; Advertising -- Periodicals; 659.105
• DOI: 10.1080/02650487.2018.1535223
• Languages: English
• ISSNs: 1759-3948

Abstract

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.