Is a Picture Always Worth a Thousand Words? Attention to Structural Elements of Ewom For Consumer Brands Within Social Media

Ernest Hoffman, University of Akron, USA
Terry Daugherty, University of Akron, USA
The growing influence of social media on consumer judgments makes it important to know what captures consumer attention. We study attention using eye-tracking in the context of social media and consumer-generated Word-of-Mouth. Our results suggest that consumer attention within social media is significantly influenced by brand utility and message valence.
[ to cite ]:
Ernest Hoffman and Terry Daugherty (2013) ,"Is a Picture Always Worth a Thousand Words? Attention to Structural Elements of Ewom For Consumer Brands Within Social Media", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.