Suchergebnisse

We empirically examined the impact on consumer engagement of the matching of images and text, a format that is commonly used in product information advertising, by analyzing 322 advertisements posted by Estée Lauder on Sina Weibo between January 2020 and January 2021. The results
indicated that when the external product information conveyed in the images matched the internal product attributes described in the text, this created cognitive coherence for consumers and promoted their engagement. Our findings provide guidance for brand managers to skillfully combine images
and text in advertising to increase the engaging effect of social media advertisements on consumers.

Inconsistent online reviews, which affect customers' purchase intention, are gaining increasing attention. In this paper we analyzed the mechanism of inconsistent online reviews that are posted by the same reviewer on customers' purchase intention. Our research was based on a psychological
distance theory perspective, specifically in three dimensions: temporal distance, social distance, and hypothetical distance. Our findings were as follows: First, inconsistent online reviews had a significant negative effect on customers' purchase intention, and product type (experience vs.
search) played a moderating role. Second, when customers faced inconsistent online reviews, temporal, social, and hypothetical distance significantly affected their purchase intention but this differed according to product type. The effect of temporal distance was more significant for a search
product than it was for an experience product; however, social distance and hypothetical distance had more significant effects for the experience product. Our research conclusions enrich the literature on online reviews and provide suggestions for sellers on e-commerce platforms to manage
inconsistent reviews according to product type.