GR Semicolon EN

Show simple item record

dc.contributor.author
Papanikolaou, Ioannis
en
dc.date.accessioned
2023-06-23T11:54:52Z
dc.date.available
2023-06-23T11:54:52Z
dc.date.issued
2023-06-23
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/30320
dc.rights
Default License
dc.subject
Online synergy
el
dc.subject
Digital marketing
el
dc.subject
Emotion tracking
el
dc.subject
Face tracking
el
dc.subject
Tourism campaign
el
dc.title
Online Marketing Synergy Combining self-reported and real-time data to examine the effect of user-generated keywords and emotions for a tourism campaign
en
heal.type
masterThesis
en_US
heal.creatorID.email
iapapanik@gmail.com
heal.classification
Digital Marketing
en
heal.dateAvailable
2022-12-31
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Science and Technology, MSc in e-Business and Digital Marketing
en_US
heal.publicationDate
2022-09-07
heal.bibliographicCitation
Papanikolaou, I. (2022). Online Marketing Synergy Combining self-reported and real-time data to examine the effect of user-generated keywords and emotions for a tourism campaign, International Hellenic University, Thessaloniki
en
heal.abstract
This study focuses on the online synergy aspect in digital marketing by focusing on generated keywords, arousal & valence metrics for a particular tourism campaign by eval uating video advertisements, Figure advertisements and a combination of both. These metrics were monitored by face tracking applications and a self-report tool. 61participants were divided into 3 equal groups. The first two groups were subjected to a different stim ulus and the group was subjected to all stimuli. In our experiments, we were mostly con cerned in monitoring arousal & valence during specific timeframes (first 5 seconds, half way through the experiment, final moments of the experiment), the brainstormed key words that were part of the impulsive decisions, the intention to visit New Zealand and comparing the results between our two selected research tools. We discovered that users scored higher when using the self-reported tool than their real time data counterparts, combined ads elicited significantly higher arousal levels than single type ads and we pro posed a process of dividing keywords to easier discover associations between campaign based keywords and user’s intent. For the last part, we can argue that the 100% Pure New Zealand initiative matched 37% of keywords reported by our participants.
en
heal.advisorName
Tzafilkou, Aikaterini
el
heal.committeeMemberName
Dr. Tzafilkou
el
heal.committeeMemberName
Dr. Karapiperis
el
heal.committeeMemberName
Dr. Diamantaras
el
heal.academicPublisher
IHU
el
heal.academicPublisherID
ihu
en_US
heal.spatialCoverage
Greece
en


This item appears in the following Collection(s)

Show simple item record

Related Items