Testing Social Media Advertising Effectiveness with Multi-Method User Experience Research

This study highlights the importance of pre-testing social media ads and explores the challenges of objectively assessing ad performance. It outlines how a multi-method approach combining facial coding and eye-tracking can help identify successful ads before launch. The findings emphasize the growing importance of user experience research (via digital empathy) for social media advertising and performance marketing.

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Year of publication:	2023
Authors:	Ahnfeld, Tobias ; Hahn, Alexander ; Joosten, Jan ; Klug, Katharina ; Totzek, Dirk
Published in:	Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 40.2023, 6, p. 32-39
Publisher:	St.Gallen : Thexis Verlag

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Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	RePEc:zbw:hsgmrs:306252 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10015108139