The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study
The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16 female) was conducted, i...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2021-01-01
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| Series: | Future Internet |
| Subjects: | |
| Online Access: | https://www.mdpi.com/1999-5903/13/1/18 |