An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement

Detalhes bibliográficos
Autor(a) principal: Zahmati, Majid
Data de Publicação: 2023
Outros Autores: Azimzadeh, Seyed Morteza, Sotoodeh, Mohammad Saber, Asgari, Omid
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/159490
Resumo: Funding Information: This work was funded by the Ferdowsi University of Mashhad. Publisher Copyright: © 2023, The Author(s).
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spelling An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisementAdvertisementArea of Interest (AOIs)AttentionEndorserEye-trackingFixation durationNeuromarketingHuman-Computer InteractionEconomics, Econometrics and Finance (miscellaneous)Funding Information: This work was funded by the Ferdowsi University of Mashhad. Publisher Copyright: © 2023, The Author(s).Nowadays, advertising is regarded as one of the vital elements of marketing tools’ promotional strategies. Therefore, advertising is very important to businesses’ marketing strategies and policies. In light of this, the purpose of the current study was to ascertain the influence of endorsers’ gender and the level of attention given to various aspects of advertising. A quasi-experimental study was used for the current investigation. All students at Mashhad’s Ferdowsi University made up the study’s statistical population. 80 students were chosen as the research sample out of the entire student body. Eye motions were captured using an eye tracking gadget. According to research findings, the number and length of fixes on advertisement items were significantly influenced by the popularity of their endorsers. However, there was no statistically significant difference between the genders in terms of the quantity and length of fixations. These conclusions suggest that the popularity of the endorser is a key factor in commercials, but that the endorser’s gender has little effect.NOVA School of Business and Economics (NOVA SBE)RUNZahmati, MajidAzimzadeh, Seyed MortezaSotoodeh, Mohammad SaberAsgari, Omid2023-11-02T22:08:42Z2023-092023-09-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10362/159490eng1389-5753PURE: 56432989https://doi.org/10.1007/s10660-023-09676-7info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:41:53Zoai:run.unl.pt:10362/159490Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:57:34.006698Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement
title An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement
spellingShingle An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement
Zahmati, Majid
Advertisement
Area of Interest (AOIs)
Attention
Endorser
Eye-tracking
Fixation duration
Neuromarketing
Human-Computer Interaction
Economics, Econometrics and Finance (miscellaneous)
title_short An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement
title_full An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement
title_fullStr An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement
title_full_unstemmed An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement
title_sort An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement
author Zahmati, Majid
author_facet Zahmati, Majid
Azimzadeh, Seyed Morteza
Sotoodeh, Mohammad Saber
Asgari, Omid
author_role author
author2 Azimzadeh, Seyed Morteza
Sotoodeh, Mohammad Saber
Asgari, Omid
author2_role author
author
author
dc.contributor.none.fl_str_mv NOVA School of Business and Economics (NOVA SBE)
RUN
dc.contributor.author.fl_str_mv Zahmati, Majid
Azimzadeh, Seyed Morteza
Sotoodeh, Mohammad Saber
Asgari, Omid
dc.subject.por.fl_str_mv Advertisement
Area of Interest (AOIs)
Attention
Endorser
Eye-tracking
Fixation duration
Neuromarketing
Human-Computer Interaction
Economics, Econometrics and Finance (miscellaneous)
topic Advertisement
Area of Interest (AOIs)
Attention
Endorser
Eye-tracking
Fixation duration
Neuromarketing
Human-Computer Interaction
Economics, Econometrics and Finance (miscellaneous)
description Funding Information: This work was funded by the Ferdowsi University of Mashhad. Publisher Copyright: © 2023, The Author(s).
publishDate 2023
dc.date.none.fl_str_mv 2023-11-02T22:08:42Z
2023-09
2023-09-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/159490
url http://hdl.handle.net/10362/159490
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1389-5753
PURE: 56432989
https://doi.org/10.1007/s10660-023-09676-7
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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