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.

MoreLess

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

More details

Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	hdl:10419/306252 [Handle] RePEc:zbw:hsgmrs:306252 [RePEc]
Source:	EconStor

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