Advertising Effectiveness on Facebook
An Eye-Tracking Study Applied to Wine Tourism
DOI:
https://doi.org/10.62161/revvisual.v16.5413Keywords:
Advertising effectiveness, Eye-tracking, Wine-tourism, Facebook, Visual attention, Ad recall, EngagementAbstract
This study employs eye-tracking techniques to analyze the impact of various wine tourism advertisements on consumers. We utilized the social network Facebook, given the resemblance between its users and those engaging in wine tourism. We scrutinized posts commonly employed by companies to endorse wine tourism, contrasting images of landscapes, individuals, and wineries. Participants' interaction with the platform was factored in to scrutinize the attention and recall elicited by each advertisement. Findings unveil that images featuring individuals are more attention-grabbing for promoting wine tourism. Furthermore, the correlation between engagement and users' attention and recall was established.
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