Jung, A-Reum; Heo, Jun - In: Journal of Research in Interactive Marketing 15 (2021) 4, pp. 592-606
Purpose: The purpose of this study is to figure out the factors (i.e. ad type and ad personalization) that diminish the detrimental advertising clutter effects in terms of ad attention and ad clicks. Design/methodology/approach: To fulfill the purpose, an eye-tracking study using real-time...