İnternet Reklamına Yönelik Fiziksel Tepkilerin Ölçülmesi: Banner Reklamlar Üzerine Araştırma.

SOLAK, Bahadır Burak; OKAT, Özen

Despite the increasing popularity of the internet as an advertising platform and the growing interest in online advertising, click-through and conversion rates for internet advertisements are still not at the desired levels. This issue highlights that consumers either consciously ignore internet advertisements or do not physically notice them on websites. Therefore, this situation necessitates scientific investigation. Furthermore, given that internet advertising is a continually evolving research area, there is a need for current studies to enrich the academic literature. In this context, the study aims to examine visual behavior towards banner ads, a type of internet advertisement. To this end, an experiment was conducted with 32 volunteer participants using an eye-tracking device to measure their physical responses to banner ads. Thus, the visual behavior patterns of participants specifically regarding banner ads were analyzed. The analysis of physical response data revealed that banner ads attract attention on web pages, but participants predominantly exhibited low to moderate levels of focus. In other words, it was found that banners attract attention at these mentioned levels. Detailed findings, along with the necessary analyses and interpretations, are shared with readers in the relevant sections of the study to contribute to both academia and the industry.

INTERNET advertising; WEBSITES; CONSUMERS; EYE tracking; ADVERTISING

Selcuk University Social Sciences Institute Journal, 2024, Issue 54, p392

1302-1796

Academic Journal

10.52642/susbed.1475405