Bigne, E., Simonetti, A., Ruiz, C. and Kakaria, S. 2021. How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach. Journal of Business Research. 123, pp. 279-288. https://doi.org/10.1016/j.jbusres.2020.10.010
| Title | How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach. |
|---|---|
| Type | Journal article |
| Authors | Bigne, E., Simonetti, A., Ruiz, C. and Kakaria, S. |
| Abstract | The previous literature has almost ignored the interaction of user-generated content (UGC) and advertising content embedded in social media platforms. Visual attention is an important factor for tourist services in analyzing the value of online ads inserted close to UGC. Drawing on cognitive load theory, congruence research and dual processing models, the purpose of this study is to determine the effectiveness of online advertising on social media. A first study based on eye-tracking and EEG analysis was conducted to assess if there was a difference in visual attention and engagement when an ad was embedded in TripAdvisor content. Our findings showed that synergies between social media content and advertising content positively affect users’ visual attention. A second study, using an online survey, was carried out to assess the impact of congruent/incongruent ads on ad recall (2a) and, using eye-tracking, on visual attention (2b). Appropriate managerial implications are provided. |
| Keywords | TripAdvisor |
| dual-processing theories | |
| advertising effectiveness | |
| eye-tracking | |
| Journal | Journal of Business Research |
| Journal citation | 123, pp. 279-288 |
| ISSN | 0148-2963 |
| 1873-7978 | |
| Year | 2021 |
| Publisher | Elsevier |
| Accepted author manuscript | License CC BY-NC-ND 4.0 File Access Level Open (open metadata and files) |
| Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jbusres.2020.10.010 |
| Publication dates | |
| Published online | 13 Oct 2020 |
| Published in print | Feb 2021 |