... and cognitive load theory, this study investigates how key live-streaming components (streamer, apparel, interface) and self-perceived body shape influence attention allocation during apparel evaluation in digital retail contexts. Design/methodology/approach An eye-tracking experiment with 60 young female...

... proffered as stimuli, in comparison with two major technology brands as well as Coca-Cola, the historical sponsor of sport mega-events. A sample of 100 participants was analyzed using the eye-tracking technique to compare the perceptions of European and Chinese youth. Findings The conclusion drawn from...

... are more likely to view the logos at such locations. Attention Sports sponsorship Advertisements Colour effect Eye-tracking Over the years, marketers have found it increasingly difficult to reach out to consumers through traditional marketing communication tools. As a result, they have...

... literature research. An eye-tracking experiment measuring the 3 eye-movement indicators on 6 pairs of interface layout materials corresponding to the 6 layout attributes was conducted. The experiment was designed to mimic the free browsing context in mobile marketing. The materials were divided into Liked...