Topics
eyetrackingPerson
Retailers often use online advertising to market their products and services. However, consumers tend to consider these advertisings as uncomfortable or irritated interruptions that distract their attention from goal-oriented activities. To increase the effectiveness of online advertising, this paper investigates the impacts of personalization on consumers’ attentional engagement and responses by using eyetracking technology. The results show that compared with non-personalized online advertising, personalized online advertising has a significantly positive impact on attention (i.e., number of fixations and fixation duration) and enhanced attentional engagement lead to higher visiting intention to the advertised merchant. Our study provides...
In the modern world, distractions are all around us. Screens and notifications are a constant presen...
While pop-up ads are designed to inform consumers, they can interfere with online browsing behaviour...
Due to rising number of products on the shelves of stores and the fact that about 70% of buying deci...
Understanding how to more effectively advertise is an important area for practitioners, many of whom...
Can online display advertising help consumers to more successfully search for their preferred brands...
Global investments in online advertising rise quickly but internet users often avoid looking at ads ...
Global investments in online advertising rise quickly but internet users often avoid looking at ads ...
Notwithstanding that each and every company, even the sweetshop around the corner has found its way ...
The development of the Internet has increasingly led to advertisements presented on rich and interac...
International audienceThis article examines the influence of a job recruitment advertisement persona...
Online retailers are challenged to present their products in an appropriate way to attract customers...
Eye tracking technology allows for the study of visual attention towards presented stimuli. A vast a...
The axiom “unseen – unsold” implies that marketing communication cannot be effective if it does not ...
ABSTRACT The increasing use of the World Wide Web has promised a huge advertising platform for marke...
Previous research has suggested that targeted online advertising is more effective when users have a...
In the modern world, distractions are all around us. Screens and notifications are a constant presen...
While pop-up ads are designed to inform consumers, they can interfere with online browsing behaviour...
Due to rising number of products on the shelves of stores and the fact that about 70% of buying deci...
Understanding how to more effectively advertise is an important area for practitioners, many of whom...
Can online display advertising help consumers to more successfully search for their preferred brands...
Global investments in online advertising rise quickly but internet users often avoid looking at ads ...
Global investments in online advertising rise quickly but internet users often avoid looking at ads ...
Notwithstanding that each and every company, even the sweetshop around the corner has found its way ...
The development of the Internet has increasingly led to advertisements presented on rich and interac...
International audienceThis article examines the influence of a job recruitment advertisement persona...
Online retailers are challenged to present their products in an appropriate way to attract customers...
Eye tracking technology allows for the study of visual attention towards presented stimuli. A vast a...
The axiom “unseen – unsold” implies that marketing communication cannot be effective if it does not ...
ABSTRACT The increasing use of the World Wide Web has promised a huge advertising platform for marke...
Previous research has suggested that targeted online advertising is more effective when users have a...
In the modern world, distractions are all around us. Screens and notifications are a constant presen...
While pop-up ads are designed to inform consumers, they can interfere with online browsing behaviour...
Due to rising number of products on the shelves of stores and the fact that about 70% of buying deci...
Add to ORKG