Analysis of advertising effectiveness and usability in Travel 2.0 tools. An experimental study through eye-tracking technique

Detalhes bibliográficos
Autor(a) principal: Muñoz-Leiva, Francisco
Data de Publicação: 2024
Outros Autores: Hernández-Méndez, Janet, Liébana-Cabanillas, Francisco J., Marchitto, Mauro
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
id RCAP_e61e1182ea934710adb3ca394d6565ae
oai_identifier_str oai:ojs.pkp.sfu.ca:article/848
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling 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
_version_ 1799136449224769536

Registros relacionados