• University: University of Memphis
  • Author:  Alexa Fox


Does the linguistic makeup of call-to-action affect how respondents’ attend and recall the message? That question can be difficult to answer for social scientists using traditional methodologies such as surveys and interviews. Alexa Fox, a 4th year Marketing Ph.D. candidate at the University of Memphis, set out to delve deeper into this question. Social media calls-to-actions in traditional media are not new, but little work has analyzed their effectiveness in new, dynamic media. For instance, a hashtag that is only displayed at the end of a TV commercial or movie trailer may not garner attention or be memorable enough to encourage consumers to interact with them. This is an important question that could be useful to many market research firms, advertising companies, brands, and other parties, given the billions being spent each year within this industry.

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