This advert makes me cry: Disclosure of emotional response to advertisement on Facebook

As social media is transforming how consumers interact with brands and how brand-related content is consumed, this paper aims to investigate if and how Facebook users express their emotions towards advertisements of brand share on the site. Seven hundred and three comments about the Lloyds 250th Ann...

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Autor principal:	Emmanuel Mogaji
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2016
Materias:	emotional response attitude advertisement facebook lloyds uk Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/a30d80c1963a4a68b4fac38be6a69121
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id	oai:doaj.org-article:a30d80c1963a4a68b4fac38be6a69121
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spelling	oai:doaj.org-article:a30d80c1963a4a68b4fac38be6a691212021-12-02T14:07:32ZThis advert makes me cry: Disclosure of emotional response to advertisement on Facebook2331-197510.1080/23311975.2016.1177906https://doaj.org/article/a30d80c1963a4a68b4fac38be6a691212016-12-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2016.1177906https://doaj.org/toc/2331-1975As social media is transforming how consumers interact with brands and how brand-related content is consumed, this paper aims to investigate if and how Facebook users express their emotions towards advertisements of brand share on the site. Seven hundred and three comments about the Lloyds 250th Anniversary advertisement on Facebook were analysed as positive, negative or neutral attitude towards the advert. Facebook users found the advertisement emotionally appealing and voluntarily report their emotion of love, pride and in some cases anger. The presence of an iconic image like the black horse and the cover music was found to be emotionally appealing. The background music as well aroused positive emotions and engaging. This study introduces the possibility of analysing Facebook comments on brand content to understand consumers’ emotional responses and attitudes to the brand. Managers can explore these opportunities to identify what consumers find interesting in advertisements and how best to develop their creative strategies. It also offers the opportunity to allocate resources better to engage consumers with creative advertisement. Unlike interviews or surveys, this is a pioneering study on measuring emotional responses to advertisement through users’ self-report on social media.Emmanuel MogajiTaylor & Francis Grouparticleemotional responseattitudeadvertisementfacebooklloydsukBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 3, Iss 1 (2016)
institution	DOAJ
collection	DOAJ
language	EN
topic	emotional response attitude advertisement facebook lloyds uk Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	emotional response attitude advertisement facebook lloyds uk Business HF5001-6182 Management. Industrial management HD28-70 Emmanuel Mogaji This advert makes me cry: Disclosure of emotional response to advertisement on Facebook
description	As social media is transforming how consumers interact with brands and how brand-related content is consumed, this paper aims to investigate if and how Facebook users express their emotions towards advertisements of brand share on the site. Seven hundred and three comments about the Lloyds 250th Anniversary advertisement on Facebook were analysed as positive, negative or neutral attitude towards the advert. Facebook users found the advertisement emotionally appealing and voluntarily report their emotion of love, pride and in some cases anger. The presence of an iconic image like the black horse and the cover music was found to be emotionally appealing. The background music as well aroused positive emotions and engaging. This study introduces the possibility of analysing Facebook comments on brand content to understand consumers’ emotional responses and attitudes to the brand. Managers can explore these opportunities to identify what consumers find interesting in advertisements and how best to develop their creative strategies. It also offers the opportunity to allocate resources better to engage consumers with creative advertisement. Unlike interviews or surveys, this is a pioneering study on measuring emotional responses to advertisement through users’ self-report on social media.
format	article
author	Emmanuel Mogaji
author_facet	Emmanuel Mogaji
author_sort	Emmanuel Mogaji
title	This advert makes me cry: Disclosure of emotional response to advertisement on Facebook
title_short	This advert makes me cry: Disclosure of emotional response to advertisement on Facebook
title_full	This advert makes me cry: Disclosure of emotional response to advertisement on Facebook
title_fullStr	This advert makes me cry: Disclosure of emotional response to advertisement on Facebook
title_full_unstemmed	This advert makes me cry: Disclosure of emotional response to advertisement on Facebook
title_sort	this advert makes me cry: disclosure of emotional response to advertisement on facebook
publisher	Taylor & Francis Group
publishDate	2016
url	https://doaj.org/article/a30d80c1963a4a68b4fac38be6a69121
work_keys_str_mv	AT emmanuelmogaji thisadvertmakesmecrydisclosureofemotionalresponsetoadvertisementonfacebook
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This advert makes me cry: Disclosure of emotional response to advertisement on Facebook

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