Is a Picture Always Worth a Thousand Words? Attention to Structural Elements of Ewom For Consumer Brands Within Social Media
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.
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, Pages: .
Ernest Hoffman, University of Akron, USA
Terry Daugherty, University of Akron, USA
NA - Advances in Consumer Research Volume 41 | 2013
L1. The Effects of Cultural Syndromes on Customers’ Responses to Service Failures: A Perspective-Flexibility-Based Mechanism
Vincent Chi Wong, Lingnan University
Robert Wyer Jr., University of Cincinnati, USA
C7. The Visually Simple = Healthy Intuition and Its Effects on Food Choices
Yan Wang, Renmin University of China
Jing Jiang, Renmin University of China
I1. Blaming Him or Them? A Study on Attribution Behavior
Chun Zhang, University of Dayton
Michel Laroche, Concordia University, Canada
Yaoqi Li, Sun Yat-Sen University, China