Abstract

The goal of this study is to explore how the execution style (product vs. cause) and the emotionality of pictures in brand-generated cause-related marketing (CRM) posts accompanied by negative user comments impact on visual attention. A between-subjects eye-tracking-based experiment was conducted in which 123 participants were exposed to CRM posts published by a fast-food restaurant. The findings showed that the text in CRM posts attracts longer fixation duration than do pictures, although pictures attract attention first. The attention paid to pictures is significantly greater in product-focussed posts, whereas text attracted greater attention in cause-focussed posts. Emotional images received significantly less attention than non-emotional images. Corporate image perceptions and visual attention paid increase customer brand advocacy. We outline theoretical contributions and practical implications for the restaurant sector and make suggestions for future research in the field of CRM persuasion.

摘要

本研究的目的是探讨品牌生成的事业相关营销 (CRM) 帖子中的执行风格（产品与事业）和图片的情感以及负面用户评论如何影响视觉注意力。进行了一项基于眼球追踪的受试者间实验，其中 123 名参与者接触了一家快餐店发布的 CRM 帖子。研究结果表明，CRM 帖子中的文字比图片吸引了更长的注视时间，尽管图片首先吸引了注意力。在以产品为中心的帖子中，对图片的关注要大得多，而在以事业为中心的帖子中，文字更受关注。与非情感图像相比，情感图像受到的关注要少得多。企业形象感知和视觉关注增加了客户品牌拥护度。