... 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...

... different types of events for companies to sponsor including arts and music festivals, sponsorship in sports events remains popular among companies (Boronczyk et al., 2018 ; Meenaghan, 1991). Attention Sports sponsorship Advertisements Colour effect Eye-tracking Area of interest (AOI...

... 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...