The effect of online message congruence, destination-positioning, and emojis on users’ cognitive effort and affective evaluation

Abstract

In today's digital world, it is crucial that Destination Management Organizations (DMOs) understand how tourists process and assimilate the information they receive through social media, whether this is posted online by the destination itself or by other users. When it comes to understanding the effectiveness of DMOs' integrated marketing communication (IMC) strategies, it is important to examine the extent to which the congruence between those online messages posted by the destination and those posted by other users (electronic word-of-mouth) influences the effectiveness of the communication. Similarly, it is also of value to understand the degree to which the use of emojis in social media messages may enhance the effect of congruence on IMC effectiveness. The scientific literature has found that tourists' responses to the information published online by the destination will depend on the type of positioning it adopts on its social media. The novelty of the present study work lies in addressing these issues from a neuroscientific perspective, using eye-tracking technology, to study (i) the user's cognitive effort (based on ocular indicators) when processing social media content and (ii) their affective evaluation of that content. A factorial experiment is conducted on a sample of 58 Facebook users. The results point to the important role played by the level of message congruence in users' information-processing and demonstrate the contextualizing effect exerted by emojis. Additionally, this study highlights the need for further research into the cognitive processing of tourism messages relative to different positioning strategies.