The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study

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...

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Bibliographic Details
Main Authors: Serhat Peker, Gonca Gokce Menekse Dalveren, Yavuz İnal
Format: Article
Language:English
Published: MDPI AG 2021-01-01
Series:Future Internet
Subjects:
human computer interaction
eye-tracking
online banners
online advertising
banner advertisements
Online Access:https://www.mdpi.com/1999-5903/13/1/18

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