The effects of the content elements of online banner ads on visual attention: Evidence from an-eye-tracking study

Basit Öğe Kaydı
dc.authoridPeker, Serhat / 0000-0002-6876-3982
dc.authoridINAL, YAVUZ / 0000-0001-9919-6637
dc.authorscopusid57192819774
dc.authorscopusid57201658878
dc.authorscopusid16238894800
dc.authorwosidPeker, Serhat/A-9677-2016
dc.contributor.authorPeker, Serhat
dc.contributor.authorMenekse Dalveren, Gonca Gokce
dc.contributor.authorİnal, Yavuz
dc.date.accessioned2022-02-15T16:58:23Z
dc.date.available2022-02-15T16:58:23Z
dc.date.issued2021
dc.departmentBakırçay Üniversitesien_US
dc.description.abstractThe 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, in which the participants were presented with eight types of online banner ads comprising three content elements-namely brand, discount rate and image-while their eye movements were recorded. The results showed that the image was the most attractive area among the three main content elements. Furthermore, the middle areas of the banners were noticed first, and areas located on the left side were mostly noticed earlier than those on the right side. The results also indicated that the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of banners with lower discount rates. In addition to these, the participants who were familiar with the brand mostly concentrated on the discount area, while those who were unfamiliar with the brand mostly paid attention to the image area. The findings from this study will assist marketers in creating more effective and efficient online banner ads that appeal to customers, ultimately fostering positive attitudes towards the advertisement.en_US
dc.identifier.doi10.3390/fi13010018
dc.identifier.issn1999-5903
dc.identifier.issue1en_US
dc.identifier.scopus2-s2.0-85099737251en_US
dc.identifier.scopusqualityQ2en_US
dc.identifier.urihttps://doi.org/10.3390/fi13010018
dc.identifier.urihttps://hdl.handle.net/20.500.14034/397
dc.identifier.volume13en_US
dc.identifier.wosWOS:000610214600001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherMDPIen_US
dc.relation.journalFuture Interneten_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjecthuman computer interactionen_US
dc.subjecteye-trackingen_US
dc.subjectonline bannersen_US
dc.subjectonline advertisingen_US
dc.subjectbanner advertisementsen_US
dc.subjectInternet Advertising Effectivenessen_US
dc.subjectPurchase Intentionen_US
dc.subjectExposure Levelsen_US
dc.subjectWeben_US
dc.subjectAdvertisementsen_US
dc.subjectAnimationen_US
dc.subjectMovementsen_US
dc.subjectPatternsen_US
dc.subjectLookingen_US
dc.subjectDesignen_US
dc.titleThe effects of the content elements of online banner ads on visual attention: Evidence from an-eye-tracking studyen_US
dc.typeArticleen_US

Dosyalar

Orijinal paket
Listeleniyor 1 - 1 / 1
Küçük Resim
İsim:
The effects of the content elements of online banner ads on visual attention.pdf
Boyut:
3.23 MB
Biçim:
Adobe Portable Document Format
Açıklama:
Tam Metin / Full Text
İndir

Koleksiyon

WoS İndeksli Yayınlar Koleksiyonu
Scopus İndeksli Yayınlar Koleksiyonu
Yönetim Bilişim Sistemleri Bölümü Koleksiyonu