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Keywords: Eye-tracking
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Journal Articles
Cutting-edge research in social media and interactive marketing: a review and research agenda
Available to Purchase
Journal of Research in Interactive Marketing (2024) 18 (5): 900–944.
Published: 30 May 2024
...-use rights only Social media Interactive marketing Platforms Artificial intelligence Virtual reality Influencers Sales management Scales Social commerce Consumer welfare Privacy Live streaming Sentiment analysis Netnography Eye-tracking Blockchain Conceptual and empirical...
Journal Articles
Display advertising: the role of context and advertising appeals from a resistance perspective
Available to Purchase
Journal of Research in Interactive Marketing (2024) 18 (2): 198–219.
Published: 04 April 2023
... this goal, two experiments manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative) and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking...
Journal Articles
Does cluttered social media environment hurt advertising effectiveness? The moderation of ad types and personalization
Available to Purchase
Journal of Research in Interactive Marketing (2021) 15 (4): 592–606.
Published: 05 July 2021
...A-Reum Jung; Jun Heo Purpose The purpose of this study is to figure out the factors (i.e. ad type and ad personalization) that diminish the detrimental advertising clutter effects in terms of ad attention and ad clicks. Design/methodology/approach To fulfill the purpose, an eye-tracking study...
