The processing of native advertising compared to banner advertising : an eye-tracking experiment
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
|
Subject: | Banner advertising | Eye-tracking | Facebook | Native advertising | Persuasion knowledge | Social media | Social Web | Social web | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing |
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