The Interplay of Ad Headline-Keyword Congruence and Ad Position in Consumers’ Responses to Search Advertisements and Promoted Brands
Prof. Daniel LEUNG
Associate Professor, School of Hotel and Tourism Management
The Hong Kong Polytechnic University
Date: 26 April 2024 (Friday)
Time: 3:00 pm – 4:30 pm
Venue: E22-G015
Host: Prof. Soey LEI, Assistant Professor in Integrated Resort and Tourism Management
Abstract
Search advertising is widely known as being the most efficacious method for reaching and converting prospective consumers. In pace with hospitality and tourism marketers’ increasing adoption of search advertising, the body of research about this topic has proliferated in recent decades. But still, even though a plethora of studies on this topic have been conducted and the past research findings had contributed substantially to knowledge and practices, several information gaps remain. In this seminar, the speaker will present a study that aims to elucidate the interplay of ad headline-keyword congruence and ad position on consumers’ responses to the ads and the promoted brands. Drawing on the findings derived from multiple experimental studies, the speaker and his team found that personalizing an ad headline to make it congruent with consumers’ search keywords can enhance the consumers’ attitudes toward the ad displayed and the brand promoted. The impact of ad headline-keyword congruence differs when the search ad is placed in different positions of a search engine results page.
Speaker
Daniel Leung is an Associate Professor at the School of Hotel and Tourism Management of The Hong Kong Polytechnic University. Before joining the SHTM as a faculty, Daniel earned his Doctoral degree (Doctor of Philosophy in Business and Socioeconomic Sciences) from MODUL University Vienna and completed his Master degree (Master of Philosophy in Hotel and Tourism Management) at The Hong Kong Polytechnic University. Daniel has authored/co-authored a number of research articles in first-tier academic journals including Tourism Management, Cornell Hospitality Quarterly, and International Journal of Hospitality Management and International Journal of Contemporary Hospitality Management. He has also served as editorial board members and reviewers for different academic journals and international conferences. Daniel’s research interests include: 1) Technology management; 2) Electronic marketing; 3) Social media marketing.
All are welcome!
