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The processing of native advertising compared to banner advertising: an eye-tracking experiment

Author

Listed:
  • Freya De Keyzer

    (KU Leuven
    University of Antwerp)

  • Nathalie Dens

    (Antwerp Management School)

  • Patrick De Pelsmacker

    (University of Antwerp
    Ghent Univerisity)

Abstract

This paper aims to better understand the effect of visual attention on the processing of banner and native advertisements on Facebook and consequently on brand recognition and brand attitude. Using an eye-tracking experiment (N = 90), we show that a native advertisement attracts more and longer visual attention (i.e., total fixation duration, fixation count, and average visit duration) compared to a banner advertisement. Moreover, we show that longer visual attention (i.e., total fixation duration and average visit duration) increases persuasion knowledge and the recognition of an advertisement, which in turn leads to better brand recognition. Second, we show that neither conceptual persuasion knowledge nor critical processing mediates the effect of visual attention on brand attitude.

Suggested Citation

  • Freya De Keyzer & Nathalie Dens & Patrick De Pelsmacker, 2023. "The processing of native advertising compared to banner advertising: an eye-tracking experiment," Electronic Commerce Research, Springer, vol. 23(3), pages 1921-1940, September.
    • Handle: RePEc:spr:elcore:v:23:y:2023:i:3:d:10.1007_s10660-021-09523-7
    DOI: 10.1007/s10660-021-09523-7
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    References listed on IDEAS

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    1. Campbell, Margaret C & Kirmani, Amna, 2000. "Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(1), pages 69-83, June.
    2. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    3. Campbell, Colin & Evans, Nathaniel J., 2018. "The Role of a Companion Banner and Sponsorship Transparency in Recognizing and Evaluating Article-style Native Advertising," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 17-32.
    4. Jean Pfiffelmann & Nathalie Dens & Sébastien Soulez, 2020. "Personalized advertisements with integration of names and photographs: An eye-tracking experiment," Post-Print hal-02004907, HAL.
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