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

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Main Authors: Majid, Zahmati, Seyed Morteza, Azimzadeh, Mohammad Saber, Sotoodeh
Format: Book
Language:English
Published: Springer 2023
Subjects:
audience’s attention
popularity and gender of the endorsers
Online Access:https://link.springer.com/article/10.1007/s10660-023-09676-7
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8472
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spelling oai:localhost:PNK-84722023-05-17T07:38:08Z An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement Majid, Zahmati Seyed Morteza, Azimzadeh Mohammad Saber, Sotoodeh audience’s attention popularity and gender of the endorsers CC BY 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. 2023-05-17T07:38:08Z 2023-05-17T07:38:08Z 2023 Book https://link.springer.com/article/10.1007/s10660-023-09676-7 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8472 en application/pdf Springer
institution Digital Phenikaa
collection Digital Phenikaa
language English
topic audience’s attention
popularity and gender of the endorsers
spellingShingle audience’s attention
popularity and gender of the endorsers
Majid, Zahmati
Seyed Morteza, Azimzadeh
Mohammad Saber, Sotoodeh
An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement
description CC BY
format Book
author Majid, Zahmati
Seyed Morteza, Azimzadeh
Mohammad Saber, Sotoodeh
author_facet Majid, Zahmati
Seyed Morteza, Azimzadeh
Mohammad Saber, Sotoodeh
author_sort Majid, Zahmati
title An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement
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 eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement
publisher Springer
publishDate 2023
url https://link.springer.com/article/10.1007/s10660-023-09676-7
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8472
_version_ 1772331157442002944
score 8.881002

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