The processing of native advertising compared to banner advertising : an eye-tracking experiment
Freya De Keyzer, Nathalie Dens, Patrick De Pelsmacker
| Year of publication: |
2023
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|---|---|
| Authors: | De Keyzer, Freya ; Dens, Nathalie ; Pelsmacker, Patrick de |
| Published in: |
Electronic commerce research. - Dordrecht : Springer Science Business Media B.V., ISSN 1572-9362, ZDB-ID 2038488-9. - Vol. 23.2023, 3, p. 1921-1940
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| Subject: | Banner advertising | Eye-tracking | Facebook | Native advertising | Persuasion knowledge | Social media | Online-Marketing | Internet marketing | Werbung | Advertising | Werbewirkung | Advertising effects | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Experiment |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s10660-021-09523-7 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014383138