İnternet Reklamına Yönelik Fiziksel Tepkilerin Ölçülmesi: Banner Reklamlar Üzerine Araştırma.
Despite the increasing popularity of the internet as an advertising platform and the growing interest in online advertising, click-through and conversion rates for internet advertisements are still not at the desired levels. This issue highlights that consumers either consciously ignore internet adv...
| Publicado en: | Journal of Selcuk University Social Sciences Institute / Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi no. 54; pp. 392 - 412 |
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| Autores principales: | , |
| Formato: | Artículo |
| Publicado: |
Journal of Selcuk University Social Sciences Institute
agu2024
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=180223250&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 180223250 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 26674750 N8PV jtl: Journal of Selcuk University Social Sciences Institute / Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi issn: 26674750 maglogo: N pubinfo: dt: agu2024 iid: 54 pid: 75803 pub: Journal of Selcuk University Social Sciences Institute artinfo: ui: 180223250 10.52642/susbed.1475405 ppf: 392 ppct: 20 formats: tig: atl: İnternet Reklamına Yönelik Fiziksel Tepkilerin Ölçülmesi: Banner Reklamlar Üzerine Araştırma. aug: au: SOLAK, Bahadır Burak OKAT, Özen affil: Arş. Gör. Dr./Res. Asist. Ph.D., Trabzon Üniversitesi, Trabzon, Türkiye. Doç. Dr./Assoc. Prof. Dr., Ege Üniversitesi, İzmir, Türkiye. su: Websites Consumers Advertising Internet advertising Eye tracking sug: subj: Websites Consumers Advertising Outdoor Advertising Other Services Related to Advertising Advertising Agencies Internet Publishing and Broadcasting and Web Search Portals Internet advertising Eye tracking keyword: Banner Advertising Internet Advertising Neuromarketing Visual Behavior Banner Advertising Banner Reklam Görsel Davranış Internet Advertising Internet Reklamcılığı Nöropazarlama Neuromarketing Visual Behavior Banner Advertising Internet Advertising Neuromarketing Visual Behavior Banner Advertising Banner Reklam Görsel Davranış Internet Advertising Internet Reklamcılığı Nöropazarlama Neuromarketing Visual Behavior ab: Despite the increasing popularity of the internet as an advertising platform and the growing interest in online advertising, click-through and conversion rates for internet advertisements are still not at the desired levels. This issue highlights that consumers either consciously ignore internet advertisements or do not physically notice them on websites. Therefore, this situation necessitates scientific investigation. Furthermore, given that internet advertising is a continually evolving research area, there is a need for current studies to enrich the academic literature. In this context, the study aims to examine visual behavior towards banner ads, a type of internet advertisement. To this end, an experiment was conducted with 32 volunteer participants using an eye-tracking device to measure their physical responses to banner ads. Thus, the visual behavior patterns of participants specifically regarding banner ads were analyzed. The analysis of physical response data revealed that banner ads attract attention on web pages, but participants predominantly exhibited low to moderate levels of focus. In other words, it was found that banners attract attention at these mentioned levels. Detailed findings, along with the necessary analyses and interpretations, are shared with readers in the relevant sections of the study to contribute to both academia and the industry pubtype: Academic Journal doctype: Article src: R language: Turkish refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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