Blar i Bergen Open Research Archive på forfatter "Dalveren, Gonca Gokce Menekse"
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The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study
Peker, Serhat; Dalveren, Gonca Gokce Menekse; Inal, Yavuz (Journal article; Peer reviewed, 2021)The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An ...