The processing of native advertising compared to banner advertising: an eye-tracking experiment
نویسندگان
چکیده
This paper aims to better understand the effect of visual attention on processing banner and native advertisements Facebook consequently brand recognition attitude. Using an eye-tracking experiment (N = 90), we show that a advertisement attracts more longer (i.e., total fixation duration, count, average visit duration) compared advertisement. Moreover, duration increases persuasion knowledge advertisement, which in turn leads recognition. Second, neither conceptual nor critical mediates
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ژورنال
عنوان ژورنال: Electronic Commerce Research
سال: 2021
ISSN: ['1572-9362', '1389-5753']
DOI: https://doi.org/10.1007/s10660-021-09523-7