Advertisers use online reviews to design more effective advertisements

• Main Authors: Rahat Ullah, Ghayur Ahmad, Azaze Azizi Abdul Adis, Atya Zeb
• Format: Article
• Language: English; English
• Published: Universidad Nacional Autónoma de México 2022
• Subjects: HF5410-5417.5 Marketing. Distribution of products; HF5801-6182 Advertising
• Online Access: https://eprints.ums.edu.my/id/eprint/33478/1/Advertisers%20use%20online%20reviews%20to%20design%20more%20effective%20advertisements.pdf; https://eprints.ums.edu.my/id/eprint/33478/2/Advertisers%20use%20online%20reviews%20to%20design%20more%20effective%20advertisements1.pdf; https://eprints.ums.edu.my/id/eprint/33478/; https://jart.icat.unam.mx/index.php/jart/article/view/982; https://doi.org/10.22201/icat.24486736e.2022.20.2.982

The key advertisement element “text” has a unique effect on advertisements and a number of studies have examined how advertisements need to be effective and persuasive. This paper aims to mine the customer reviews for emotional, non-emotional content to design more effective advertisements. The results suggest that the recall effect is higher for print advertisements containing emotional content. Also, we found that advertisements with a mix of emotional and non-emotional content will have a positive attitude towards the print advertisements. Furthermore, It has been found that viewing advertisements with a mix of both emotional and non-emotional text will increase purchase intension among consumers.