Beyond words: visual metaphors in hotel social media advertising
| Author(s) | Choi, Jaewon | |
| Date Accessioned | 2023-08-21T23:18:25Z | |
| Date Available | 2023-08-21T23:18:25Z | |
| Publication Date | 2023 | |
| SWORD Update | 2023-06-29T19:07:21Z | |
| Abstract | Social media is increasingly being used as a platform for marketing and advertising campaigns. In particular, Instagram has become a popular advertising and marketing tool for hotels, as visuals play an important role in the hospitality industry. However, there is always a challenge in how hotels can design visual advertising to successfully attract customers and motivate them to stay at the hotels. Therefore, this study aims to compare the effects of two kinds of visual images (i.e., metaphorical vs. literal) on advertising effectiveness based on the type of hotel (i.e., luxury vs. budget) and to examine whether the degree of involvement moderates the relationships. A total of 400 participants from the United States took part in the experimental study. They were randomly assigned to four different conditions: 2 (visual type: metaphorical vs. literal) X 2 (hotel segment: luxury vs. budget) and asked to rate their (1) attitude toward the ad (2) attitude toward the advertised hotel, and (3) purchase intention. Additionally, they were requested to specify their degree of involvement with the hotel product. The results revealed that customers had a more positive attitude towards metaphorical visual ads as compared to literal visual ads. Moreover, there was a correlation between customers' reactions and their level of involvement with hotels; those who were highly involved preferred literal visual ads, while those with low involvement preferred metaphorical visual ads. These findings can be used by hotel marketers to design differentiated social marketing strategies based on customer characteristics and to enhance their knowledge of social media advertising in the hotel industry. | |
| Advisor | Yoo, Joanne Jung-Eun | |
| Degree | M.S. | |
| Department | University of Delaware, Department of Hospitality and Sport Business Management | |
| DOI | https://doi.org/10.58088/neqh-v039 | |
| Unique Identifier | 1400063399 | |
| URL | https://udspace.udel.edu/handle/19716/33231 | |
| Language | en | |
| Publisher | University of Delaware | |
| URI | https://login.udel.idm.oclc.org/login?url=https://www.proquest.com/dissertations-theses/beyond-words-visual-metaphors-hotel-social-media/docview/2832793518/se-2?accountid=10457 | |
| Keywords | Advertising campaigns | |
| Keywords | Social media | |
| Keywords | Visual metaphors | |
| Title | Beyond words: visual metaphors in hotel social media advertising | |
| Type | Thesis |