TY  - CHAP
AB  - Abstract This study describes the impact of changes in e-atmospherics in internet advertisings on consumer clicks and purchases. The study describes two unobtrusive field experiments: testing the impact of a third-party endorsement message embed in email advertising on customer clicks and purchases and testing the impact of sweepstake-award embeds in email advertising on customers’ clicks and time using brand (Blikwayski) tourism information. The studies include multiple dependent variables ranging from clicks-to-open email, clicks-to-open offer, clicks-to-purchase room rental, number-of-nights stayed and total revenue generated for the treatment versus control groups. Behaviour responses were higher for all dependent measures per participants in the treatments versus control groups. This study supports Eskin’s (1975), Cialdini’s (2006) and List’s (2011) proposal that true-field experiments can provide substantive direct evidence on the impact of alternative marketing treatments on behaviour.
VL  - 16
SN  - 978-1-83867-070-2, 978-1-83867-071-9/1871-3173
DO  - 10.1108/S1871-317320190000016028
UR  - https://doi.org/10.1108/S1871-317320190000016028
AU  - Woodside Arch G.
AU  - Bernal Pedro Mir
AU  - Kang Bomi
ED  - Michael Volgger
ED  - Dieter Pfister
PY  - 2019
Y1  - 2019/01/01
TI  - How Advertising E-Atmospherics Impact Consumer Behaviour: Evidence from True Field Experiments in Hospitality and Tourism
T2  - Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding
T3  - Advances in Culture, Tourism and Hospitality Research
PB  - Emerald Publishing Limited
SP  - 319
EP  - 332
Y2  - 2024/09/19
ER  -