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|Title:||TWO STUDIES ON DYNAMIC ONLINE MARKETING: EVIDENCE FROM EYE-TRACKING||Authors:||MIAO XIAOYU||ORCID iD:||orcid.org/0000-0002-0752-1218||Keywords:||online marketing, video initiating formats, image formats, eye-tracking, experiment||Issue Date:||31-Dec-2019||Citation:||MIAO XIAOYU (2019-12-31). TWO STUDIES ON DYNAMIC ONLINE MARKETING: EVIDENCE FROM EYE-TRACKING. ScholarBank@NUS Repository.||Abstract:||Dynamic and acoustic media have provided practitioners with tremendous opportunities to engage customers. In practice, the design and applications of marketing practices that incorporate dynamic media vary largely. This thesis investigates the design and effectiveness of two widely applied dynamic media used for online marketing: video display ads and animations for product presentation using eye-tracking technology. The thesis consists of two empirical studies: Study One explores the effectiveness of video display ads. It examines two design factors of video ads: video initiating formats and the design of ad disclosure. Study Two investigates a special kind of animated imagery—cinemagraph, and compare it with two related formats—photograph and animation in the context of online product presentation. This thesis provides evidence of users' attentional, cognitive, and behavioral reactions to different designs of the two practices. Therefore, this thesis discovers meaningful findings and contributes to both the academia and the practitioner arenas.||URI:||https://scholarbank.nus.edu.sg/handle/10635/182546|
|Appears in Collections:||Ph.D Theses (Open)|
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