The Effectiveness of an Appealing Social Marketing Campaign: how Antecedents of Visual Attention and Cognitive Evaluation can quell Social Media Challenges.
ocial marketing can benefit adolescents and governments. However, attention wear-out, information overload and attention-spans in social media obstruct social marketing effectiveness. To manage these challenges, the government can utilize the effects of stimuli and sensation-seeking. Thus far, research into the effects of biologically relevant stimuli and sensation-seeking on social marketing effectiveness is scarce. Therefore, this study aims to identify the effects of biologically relevant stimuli and sensation-seeking on social marketing effectiveness in a social media context. In an experimental study, participants observed an image. Eye-tracking was utilized to measure visual attention and cognitive evaluation. A survey was utilized to measure attitudes, behavioral intention, sensation-seeking and physical activity. The findings demonstrate interaction of visual attention on the effect of appeals on cognitive evaluation. Sensation-seeking negatively affects visual attention and cognitive evaluation. Physical activity duration interacts on the effect of cognitive evaluation on attitudes. Finally, attitudes positively affect, and physical activity frequency negatively affects behavioral intention. The findings extend social marketing and customer experience literature, by providing a unique understanding of customer experience antecedents and outcomes and social marketing effectiveness in a social media context. Additionally, this study provides governments with insights to manage social media challenges that affect social marketing effectiveness.
Faculteit der Managementwetenschappen