Effect of Edge Cues on Perceptual Advertising Marketing-- Based on SPSS Analysis

DOI

10.2991/978-94-6463-064-0_91How to use a DOI?

Keywords

Mathematical modeling; Advertising; Purchase intention; SPSS; Bartlett sphericity test

Abstract

With the development of mass media, the themes and forms of emotional advertising are increasingly enriched. Many advertisers want to expand publicity and enhance competitiveness. Advertising companies have launched a series of “flow war” and “topic war”, using the “star effect” of spokesmen to improve advertising revenue. To find the best design scheme for emotional advertisement, we start from several basic edge cues (quasi-social interaction involvement, immersion cues, disclosure cues) and use SPSS analysis to explore the effect of the above factors on the advertising effect. This study can provide some references for advertising designers and business marketing.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jingjing Ye
PY  - 2022
DA  - 2022/12/27
TI  - Effect of Edge Cues on Perceptual Advertising Marketing-- Based on SPSS Analysis
BT  - Proceedings of the 2022 3rd International Conference on Big Data and Social Sciences (ICBDSS 2022)
PB  - Atlantis Press
SP  - 891
EP  - 898
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-064-0_91
DO  - 10.2991/978-94-6463-064-0_91
ID  - Ye2022
ER  -