Muñoz-Leiva, Francisco; Liébana-Cabanillas, Francisco; … - In: Journal of Services Marketing 32 (2018) 4, pp. 462-475
Purpose: This paper aims to analyze advertising effectiveness in terms of self-reported memory (recall) by measuring customers’ visual attention, including consumer engagement with e-tourism 2.0 tools and the banner type used as moderating variables. Design/methodology/approach: Data were...