Simonetti, Aline; Bigné Alcañiz, J. Enrique - In: Spanish journal of marketing 28 (2024) 1, pp. 3-20
Purpose The purpose of this study is to investigate how much visual attention is given to banner ads embedded in Web page content dependent on whether the user’s task is goal- or not goal-oriented, as well as the interplay between attention, banner location, banner click and banner...