Does Human Figure matter in Hotel Image Advertisements on Social Media Platforms?

Haeni KIM, Jiah SHIN, Dayoon KANG, Yiu Chung Leung

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

Abstract

Although various studies have tested and confirmed that the inclusion of human figures in advertisements can enhance the advertisements’ promotional efficacy, studies conducted with on experience goods are limited and the question of “whether the inclusion of human figure in hotel image advertisements can enhance readers’ attitudinal and behavioral responses” remains unresolved. To identify the answer to this unresolved question, two online experiments were conducted with past hotel advertisement viewers. Drawing on the comparative analysis results, the presence / absence of human figures does not affect viewers’ response to hotel advertisements. Instead, the type of human figure is found to be influential to viewers’ judgment and response to hotel advertisements.
Original languageEnglish
Title of host publicationAPacCHRIE 2023 Conference Proceedings
Pages1072-1079
Publication statusPublished - 26 May 2023
Event2023 APacCHRIE Conference - Clark, Philippines
Duration: 25 May 202327 May 2023

Competition

Competition2023 APacCHRIE Conference
Country/TerritoryPhilippines
CityClark
Period25/05/2327/05/23

Keywords

  • Hotel digital advertisement
  • Human figure
  • Image appeal
  • Advertisement effectiveness
  • Attitude toward advertisement

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  • Best Paper Award

    KIM, Haeni (Recipient), SHIN, Jiah (Recipient), KANG, Dayoon (Recipient) & Leung, Yiu Chung (Recipient), 27 May 2023

    Prize: Prize (research)

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