Marketing Automation: How to Effectively Lead the Advertising Promotion for Social Reconstruction in Hotels
Round 1
Reviewer 1 Report
An interesting and well presented piece of research. My only comment would be that the analysis and results section is limited and could be improved/ extended.
Author Response
Please to see the attachment.
Author Response File: 
Author Response.pdf
Reviewer 2 Report
The manuscript intends to analyze the actual topic. The results of the research present the process of acceptance the hotel franchise ads as well as the factors which impact this process. The theoretical and practical significance is based on clarifying the AIDA customer journey process by adding an additional “Action” and presenting AA-IDA model and its significance in digital marketing.
The suggestions for improvement could be as follows:
1. The phenomenon "Social Reconstruction" is indicated in the title, but as a key word it is not used in the text of the paper. The indicated key words don't match the title of paper. The research presented is based on experiment only with SMS, however, marketing automation as indicated in the title is a wider object. So, the research should evaluate different channels such as e-mails, social networks. The suggestion could be to correct the title of the paper according to the content of the research.
2. The introduction should state clearly the research methods of the paper.
3. Could your suggestions (in 5.3. section) be useful for all hotel marketing managers or only for franchise hotel managers? Why?
4. In your opinion, is it an advantage or limitation that your experiment has been carried out with hoteliers? Present your opinion in 5.4. section.
A question for consideration: what is the purpose of presenting demographic variables such as occupation or monthly income, if they are not analyzed in the paper?
Author Response
please see the attachment.
Author Response File: Author Response.pdf
Reviewer 3 Report
The manuscript is overall well-written, but specific issues must be addressed before acceptance;
Abstract
The abstract needs more details, particularly in its current for it lacks
(1) a preamble with more detail about why it is critical to study.
(2)main results are not given in the abstract that should be added
(3) along with crucial managerial and theoretical implications.
Introduction
(4) There are some floating statements, such as Lines 84-90; these should be supported with the literature and references.
(5) Please re-arrange the introduction and put the central questions in the last para or after.
(6) The gap must be delineated. It is in its current form but needs to be clear on what has been known in influential marketing and how this study is advancing (Lines 70-72)
(7) how this work is with sustainable development, please delineate and justify with a strong argument in the introduction, whether in the background or the last part of the introduction.
Literature review
(8) The study tested and proposed a new model that is a contribution to this study but here in theoretical (Line 153-170), I suggest discussing other theories (parallel theories of persuasion) to justify why AIDA is the dominant approach or becomes critical by proposing this new model. What was lacking in theories like ELM, and how is your model more sophisticated to understand or explain the phenomena in question?
(9) Method and results: The study is very rigorous, and I must appreciate the efforts by the authors, however, did they use only a pre-test or also take steps for content validity and face validity via expert input? If yes, please delineate to enhance the credibility of these results though they are in good form.
(10) Please put the conclusion at the last of the discussion as a separate section
(11) The theoretical implications are well delineated. Still, there should be a general section, maybe one or two paragraphs, to simplify how this research answers the research questions and hypotheses of this research. What were the general results, and how are they related to past studies
GOOD LUCK
Author Response
please see the attachment
Author Response File: Author Response.pdf
Reviewer 4 Report
REVIEW COMMENTS
Overall, a very interesting topic; while the topic is indeed of great value to both academia and the practitioner communities, there remain a few issues that ought to be addressed before this paper can be accepted.
I have only a few concerns about the paper and some suggestions that maybe the authors could consider:
1. Check for grammatical errors throughout the manuscript.
2. Page 1, Line 21-31 there is no reference, the authors should add some reference to that paragraph.
3. Again Page 2, Line 69-73 no reference, the author should include reference.
4. In the 'Introduction' section, the proposed research gap and the stated objectives do not meet the criteria of proper synergy. Please make the research gap and the research objectives consistent with each other.
5. I think the “Introduction” section can be improved when the authors talked about unconscious filtering of advertising. I suggest a ref. 'consumer behaviour to be considered in advertising: a systematic analysis and future agenda', which can improve this section.
6. I think the “Introduction” section, the advertising can be improved by add new methods which can be used to measure the unconscious or subconscious reactions/responses of customers toward the hotel ads. I suggest a ref. 'Biomedical Technology in Studying Consumers’ Subconscious Behavior', which can improve the neuroscientific technology which can use to measure and predict the customers reactions.
7. What criteria do the authors base on to select the samples (number of questionnaires sent out and received)? As stated in the article, the author has chosen 255 copies for people. What is the statistical significance of 255 questionnaires for this study?
8. What criteria do the authors base on to select the eight groups for experimental samples? As stated in the article, the author has chosen 1341 people in each group. What is the statistical significance of 1341 people in each group for this study?
9. For readers to quickly catch your contribution, it would be better to highlight major difficulties and challenges and your original achievements to overcome them in a clearer way in the abstract and introduction.
10. How could/should futures studies improve the model?
If these revisions can be made in the manuscript, I believe that this study can be accepted for publication.
I wish the authors all the very best with this study.
Author Response
- Check for grammatical errors throughout the manuscript.
Response: We re-read the manuscript again and cross checks the grammatical errors.
Page 1, Line 21-31 there is no reference, the authors should add some reference to that paragraph.
Response: Dear Reviewer thank you for comments and suggestions. We read the paragraph and added the references.
Additional Information
At this point of generational change, the global hotel industry needs to transform more than ever for both the hotel owners, namely the hoteliers in the “inventory market” of old or even abandoned hotels, and the chain hotel groups (Reyes-Menendez et al., 2019). This is particularly so in China as traditional economy hotels (e.g., Super 8, Home Inn, Jinjiang Inn, etc.), which blossomed under the influence of the reform and opening-up in the early stage of China’s economic development 20 years ago, represent the largest proportion (around 900,000 hotels) in China’s hotel market (Frank, 2021). Cheap and shabby hotels no longer satisfy travellers in China, so hoteliers need to retrofit these hotels to meet the demands of an increasingly affluent travelling public and the growing competition of rivals (Frank, 2021).
Again Page 2, Line 69-73 no reference, the author should include reference.
I think the “Introduction” section can be improved when the authors talked about unconscious filtering of advertising. I suggest a ref. 'consumer behaviour to be considered in advertising: a systematic analysis and future agenda', which can improve this section.
5. I think the “Introduction” section, the advertising can be improved by add new methods which can be used to measure the unconscious or subconscious reactions/responses of customers toward the hotel ads. I suggest a ref. 'Biomedical Technology in Studying Consumers’ Subconscious Behavior', which can improve the neuroscientific technology which can use to measure and predict the customers reactions.
Response: Dear reviewer, thanks for your comment and suggestion. We have added the researches as per your suggestion.
Additional Information
Consumer perceptions about advertising have been studied using tools from neurophysiology and physiology. The middle temporal gyrus was associated with aversion to advertising, while the inferior frontal gyrus was associated with pleasure (Alsharif et al., 2022). Moreover, biomedical technologies (eye-movement) affect the consumer attitude and grab their attention (Ahmed H. Alsharif et al., 2022).
7. What criteria do the authors base on to select the samples (number of questionnaires sent out and received)? As stated in the article, the author has chosen 255 copies for people. What is the statistical significance of 255 questionnaires for this study?
Response: In the current study the sample size was calculated by G power analysis. The estimated sample was 345 and by excluding the samples that fail to meet the experiment requirements (e.g., missing trials) or do not answer ‘I am a hotelier.’, the samples used for the formal analysis are 255 people who are recruited from wjx.cn.
8. What criteria do the authors base on to select the eight groups for experimental samples? As stated in the article, the author has chosen 1341 people in each group. What is the statistical significance of 1341 people in each group for this study?
Response: The cluster sampling technique is used.
9. For readers to quickly catch your contribution, it would be better to highlight major difficulties and challenges and your original achievements to overcome them in a clearer way in the abstract and introduction.
Response: missing trials were the major challenges during the study.
10. How could/should futures studies improve the model?
Response: We suggest that in the future with this model, consumer neuroimaging technique and neuro-marketing research should be applied.
Reviewer 5 Report
The authors should situate the paper with additional relevant and contemporary (2020 to 2023) literature materials.
Author Response
we have added the latest researches and references into the literature.
Author Response File: Author Response.pdf
Round 2
Reviewer 3 Report
Very good effort to address the comments, now paper read well and Good Luck
Author Response
Thank you
Reviewer 4 Report
I have only a few concerns about the paper and some suggestions that maybe the authors could consider:
1. To begin with, there are some typos and grammar mistakes. Some long sentences could make readers confused.
2. I think the 'Introduction' section can be improved in terms of consumer behaviour toward marketing stimuli and the impact of advertising on consumer responses. So, I would suggest a ref. "neuromarketing research in the last five years: a bibliometric analysis" which can benefit authors.
3. I would suggest the authors shift the limitations and future research behind the conclusion section.
4. How could/should your study help future studies?
If these revisions can be made to the manuscript, I believe this study can be accepted for publication.
I wish the authors all the very best with this study.
Author Response
1: The typos of study and grammar mistakes are incorporated and the paper is proofread as well.
2: This study is experiential and bibliometric analysis is quite a different domain of research. However, due to the emergence and cruciality of the concept, it is proposed as future research.
3: The comment is incorporated and conclusion is placed as asked by the reviewer and highlighted for easy navigation.
4: Future studies are added. Please have a look from line 669 to 674.
