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Análisis de la eficacia publicitaria de anuncios de vino en Facebook mediante estudio con eye-tracking

Author

Listed:
  • Diego Gómez–Carmona
  • César Serrano–Domínguez
  • Pedro Pablo Marín–Dueñas
  • Juan José Mier–Terán Franco

Abstract

En el entorno virtual, las señales visuales permiten al consumidor percibir el producto, determinar su actitud y formar una preferencia. Los usuarios elegirán un producto u otro en función del atractivo visual de los anuncios que ven. Los comercializadores de vino deben considerar la importancia de los elementos incluidos en el anuncio y la importancia del diseño para atraer la atención del consumidor. Optimizar los elementos incluidos en estos mensajes puede ayudar a captar la atención de los consumidores y a conseguir una mayor tasa de clics en los anuncios. El principal objetivo de este trabajo es analizar la atención que alcanzan los diferentes elementos empleados en el diseño. Para analizar la atención, utilizamos una metodología de seguimiento ocular. Los principales resultados sugieren que la atención se capta más rápidamente con una botella individual o pack con etiqueta que con una botella individual o pack sin etiqueta en los anuncios de Facebook.

Suggested Citation

  • Diego Gómez–Carmona & César Serrano–Domínguez & Pedro Pablo Marín–Dueñas & Juan José Mier–Terán Franco, 2022. "Análisis de la eficacia publicitaria de anuncios de vino en Facebook mediante estudio con eye-tracking," DOCFRADIS Working Papers 2203, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jul 2022.
    • Handle: RePEc:ovr:docfra:2203
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    More about this item

    Keywords

    Efectividad publicitaria; Anuncios en Facebook; Eye–Tracking; Packaging de vino.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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