Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique
Autor(a) principal: | |
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Data de Publicação: | 2024 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://tmstudies.net/index.php/ectms/article/view/848 |
Resumo: | The goal of this study is to analyze the type of navigation used with Travel 2.0tools (travel blogs, profiles on social networks and online travelcommunities), as well as the advertising efficacy of a banner on said sites. Inorder to achieve these objectives, an experimental design with different eyemetrics and a self-administered questionnaire that each subject mustcomplete at the end of each test. The results of this study reveal thefollowing: i) the users’ viewing patterns depend on the Travel 2.0 tool used,ii) the not existence of banner blindness in each Travel 2.0 tool, the age andexperience affect to the visual attention and greater advertising efficacy wasdemonstrated in the case of Facebook and, finally, iii) the eye-tracking basedattention measures differ slightly from measures of self-reported memory |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking techniqueAnálisis de la eficacia publicitaria y usabilidad en herramientas Travel 2.0. Un estudio experimental a través de la técnica de eye-trackingBannereye-trackingbanner blindnessmemoryTravel 2.0 toolsThe goal of this study is to analyze the type of navigation used with Travel 2.0tools (travel blogs, profiles on social networks and online travelcommunities), as well as the advertising efficacy of a banner on said sites. Inorder to achieve these objectives, an experimental design with different eyemetrics and a self-administered questionnaire that each subject mustcomplete at the end of each test. The results of this study reveal thefollowing: i) the users’ viewing patterns depend on the Travel 2.0 tool used,ii) the not existence of banner blindness in each Travel 2.0 tool, the age andexperience affect to the visual attention and greater advertising efficacy wasdemonstrated in the case of Facebook and, finally, iii) the eye-tracking basedattention measures differ slightly from measures of self-reported memoryLa finalidad del presente estudio es analizar el tipo de navegación que serealiza en las herramientas Travel 2.0 (blog de viajes, perfil en red social y encomunidad virtual de viajeros) así como la eficacia publicitaria de un bannerubicado en ellas. Para la consecución de estos objetivos se creó un diseñoexperimental con diferentes métricas oculares y un cuestionario autoadministradoque cada sujeto debía cumplimentar al término de cadaprueba. Los resultados del estudio revelan lo siguiente: i) el patrón devisualización de los usuarios depende de la herramienta Travel 2.0 utilizada,ii) la no existencia de ceguera al banner comprobándose además que la edady la experiencia afectan a la atención visual, y se demostró una mayor eficaciaen el caso de Facebook y, por último, ii) las medidas de atención medianteeye-tracking y de recuerdo auto-informado difieren ligeramente entre síUniversity of Algarve2024-01-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfapplication/ziphttps://tmstudies.net/index.php/ectms/article/view/848Revista Encontros Científicos - Tourism & Management Studies; v. 12 n. 2 (2016); 7-17Tourism & Management Studies; Vol. 12 N.º 2 (2016); 7-17Tourism & Management Studies; Vol. 12 No. 2 (2016); 7-17Revista Encontros Científicos - Tourism & Management Studies; Vol. 12 Núm. 2 (2016); 7-172182-8466reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://tmstudies.net/index.php/ectms/article/view/848https://tmstudies.net/index.php/ectms/article/view/848/2367https://tmstudies.net/index.php/ectms/article/view/848/2151Copyright (c) 2016 Tourism & Management Studiesinfo:eu-repo/semantics/openAccessMuñoz-Leiva, FranciscoHernández-Méndez, JanetLiébana-Cabanillas, Francisco J.Marchitto, Mauro2024-01-17T15:29:18Zoai:ojs.pkp.sfu.ca:article/848Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T00:56:24.751154Repositório 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 |
Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique Análisis de la eficacia publicitaria y usabilidad en herramientas Travel 2.0. Un estudio experimental a través de la técnica de eye-tracking |
title |
Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique |
spellingShingle |
Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique Muñoz-Leiva, Francisco Banner eye-tracking banner blindness memory Travel 2.0 tools |
title_short |
Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique |
title_full |
Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique |
title_fullStr |
Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique |
title_full_unstemmed |
Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique |
title_sort |
Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique |
author |
Muñoz-Leiva, Francisco |
author_facet |
Muñoz-Leiva, Francisco Hernández-Méndez, Janet Liébana-Cabanillas, Francisco J. Marchitto, Mauro |
author_role |
author |
author2 |
Hernández-Méndez, Janet Liébana-Cabanillas, Francisco J. Marchitto, Mauro |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Muñoz-Leiva, Francisco Hernández-Méndez, Janet Liébana-Cabanillas, Francisco J. Marchitto, Mauro |
dc.subject.por.fl_str_mv |
Banner eye-tracking banner blindness memory Travel 2.0 tools |
topic |
Banner eye-tracking banner blindness memory Travel 2.0 tools |
description |
The goal of this study is to analyze the type of navigation used with Travel 2.0tools (travel blogs, profiles on social networks and online travelcommunities), as well as the advertising efficacy of a banner on said sites. Inorder to achieve these objectives, an experimental design with different eyemetrics and a self-administered questionnaire that each subject mustcomplete at the end of each test. The results of this study reveal thefollowing: i) the users’ viewing patterns depend on the Travel 2.0 tool used,ii) the not existence of banner blindness in each Travel 2.0 tool, the age andexperience affect to the visual attention and greater advertising efficacy wasdemonstrated in the case of Facebook and, finally, iii) the eye-tracking basedattention measures differ slightly from measures of self-reported memory |
publishDate |
2024 |
dc.date.none.fl_str_mv |
2024-01-10 |
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 |
https://tmstudies.net/index.php/ectms/article/view/848 |
url |
https://tmstudies.net/index.php/ectms/article/view/848 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://tmstudies.net/index.php/ectms/article/view/848 https://tmstudies.net/index.php/ectms/article/view/848/2367 https://tmstudies.net/index.php/ectms/article/view/848/2151 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2016 Tourism & Management Studies info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2016 Tourism & Management Studies |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/zip |
dc.publisher.none.fl_str_mv |
University of Algarve |
publisher.none.fl_str_mv |
University of Algarve |
dc.source.none.fl_str_mv |
Revista Encontros Científicos - Tourism & Management Studies; v. 12 n. 2 (2016); 7-17 Tourism & Management Studies; Vol. 12 N.º 2 (2016); 7-17 Tourism & Management Studies; Vol. 12 No. 2 (2016); 7-17 Revista Encontros Científicos - Tourism & Management Studies; Vol. 12 Núm. 2 (2016); 7-17 2182-8466 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 |
repository.mail.fl_str_mv |
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1799136449224769536 |