E-Marketing & E-Advertising

The study provides an analysis of the key destination image attributes influencing the number of likes and comments by cross-country cluster on the basis of Stimulus- Organism-Response. The two main clusters are “the best” and “the least”, measured by their success in numbers of likes or comments from Instagrammers. Photographs taken during daytime showing tourism or entertainment facilities and panoramic natural seascapes prevail in the successful cluster group. Photographs showing visitors interacting in daily life tourist activities of their destination, are common among the successful images. Presenting people and water impacts positively, whereas multi- images of countries and destinations lacking authenticity have the opposite effect. Overall, the results are consistent with the hypothesis that attributes in Instagram photographs are associated with the success of a country’s image.

This chapter presents a qualitative and quantitative analysis on the comparison of social media audience , social posts, and engagement over Instagram, Facebook, and Twitter for the main five lingerie brands in Spain during the week prior to Valentine's Day. The results show that a direct relationship between audience growth and posting frequency could not be confirmed but both factors may affect on engagement and content. Indeed, it was demonstrated that giveaways and influencer collaborations as well as carousel and photos received better feedback on average for Instagram and Facebook and GIFs for Twitter. The most obvious finding to emerge is that Instagram received the title of the "social media queen" in terms of audience and engagement in the lingerie industry. Finally, it was stated that strategies such as adapting content to fit with their followers likes to build a community of engaged and loyal followers is related to social media campaign success.

Social networks have become a comprehensive medium where travelers access information about destinations, share information and even their own travel experiences. In the field of tourism, image has been shown to have an important influence on the selection of holiday destinations. With the rise of visual media, Instagram has proved to be a significant key element to promote and influence people’s perception. This exploratory research focuses on a gastronomic tourism context spotlighting the city of Tulum, Mexico. Its great significance lies on the fact of being the first study that analyzes the gastronomic digital content of the city of Tulum and its impact on the gastronomic tourism's development. In order to study this correlation, this case study empirically examines the relationship between likes and comments on Instagram photos to identify the type of culinary content that creates a higher engagement with users. By combining a content and regression analysis methodology, data from 404 Instagram photos, posted between September 2019 and February 2021 on the Instagram accounts of Tulum’s TripAdvisor top five restaurants was collected, with the aim of distinguishing, comparing and classifying the gastronomic-centered content to identify which physical characteristics, attributed to each image, caused a higher engagement rate in users

This article spotlights the relationship between likes and comments and the content of tourism photographs on Instagram with the aim of understanding users’ behavior and, thus, helping destination management organizations. Based on the stimulus-organism-response model, a content analysis was conducted of 1,094 pictures that received 131,116,800 likes and 2,859,448 comments. By combining content analysis and regression analysis, the results show that Instagrammers’ responses are influenced differently by different picture attrib- utes, resulting in dissimilar behavior with regard to likes and comments. Specifically, likes, as immediate reactions, tend to be driven by content featuring people, views, or common habits. In contrast, comments, which require greater effort on the part of the Instagrammer, are elicited by the topic of festi- vals or hotels, colors such as cream, green, orange, or yellow, images of water or animals, and images featuring tourist activ- ities, mostly at night. Multi-image or fake pictures negatively impact likes. By analyzing the content of the information pro- vided by the uploaded photographs, a typology of photo- graphic attributes is developed to offer clues for destination management organizations to enhance engagement with potential customers and Instagram users.

This exploratory study looks into gender stereotypes in original digital video advertising as an independent trend in the advertising industry worthy of a new avenue of research. Content analysis is performed on a judgemental sample of 324 original digital videos that have won awards from professional marketers. The results show that there is no statistically significant association between gender and any of the ten studied attributes (mode of presentation, credibility, role, age, argument type, reward type, product type, background, setting, and end comment). Although previous studies depicted men in male-authored science roles and with muscular physiques and women as objectified and a hypersexualized subordinate to the male, this research shows that women and men are equally portrayed in non-stereotypical activities and roles, However, central figures are more likely to be men than women, indicating a gender difference in terms of the assignment of main roles. This paper highlights the change in women’s roles as well as advertisers’ and marketers’ criteria for the content of original digital videos.

This short paper is a first attempt to connect Search and Content networks to the Elaboration Likelihood Model and Hedonic and Utilitarian Consumption in online advertising. Advertisers and academics should consider the propositions made in this short paper and theoretical foundations of search and content networks, in order to create ads more suitable for their potential and target customers. While advertisements on search networks should focus on price and value, advertisements on a content network should focus on entertainment and feelings.

The Internet has become an important source of information for consumers in their everyday life and it also offers huge opportunities, even in the mist of a crisis, to create new enterprises which seek effective communication with their target markets. The purpose of this article is to provide an understanding of the qualities and potential of the Internet as an advertising medium. Online advertisements are the way to reach an international user/consumer base and globally market a new enterprise which has very limited financial resources. The paper provides a very useful source of information for any professional who is considering the use of online advertising. The results show the effectiveness of an online campaign as well as its extremely rapid impact for a new enterprise to get a foothold in the market.

The purpose of this paper is to present the diffusion of word of mouth into online marketing. Electronic Word of Mouth (eWOM) communication is one of the mainstays of the present industry, because it attracts new customers and it is also an indicator of how satisfactory the services provided are (Godes & Mayzlin, 2004). Goldsmith and Horowitz (2006) highlighted that eWOM has far reaching effects on sales of a wide range of goods and services. Consumers’ information is more valuable that advertising and eWOM is ranked as one of the most important information sources for costumers in their purchase choice. eWOM should be viewed as a potentially cost-effective means for industry, due to the fact that this sector is selling intangible products (Litvin et al., 2008). All the theoretical explanations on E-WOF in online marketing mentioned in this chapter will be coupled with a very useful tool, the so-called Concept Maps (CM). According to Navak and Cañas (2008) concept maps “are graphical tools for organizing and representing knowledge.” CM are an enormously useful tool to organize information and to provide new insights into that same information. It is also widely considered as an educational and counseling tool to analyze cognitive structure (Novak & Gowin, 1984). Although Concept Maps have proved their value in carrying out marketing research (Joiner, 1998), they have been used very little. The aim of this paper is to present all innovation in E-WOM thought CM in order to help any company.

The purpose of this introductory chapter is to present the main innovations in e-marketing, as well as to contribute to the theoretical basis and effects those innovations may have on the tourism industry. Innovations in this area affect not only the traditional way of conducting business, that is, selling and buying, but they also represent a new approach on how customers are viewed, turning them into the focal point of the online environment.

The aim of this poster is not only to provide a framework of electronic word-of-mouth (eWOM) regarding corporate reputation, but also to aid the direction of future research through concept maps (CM).