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

Freya De Keyzer (), Nathalie Dens () and Patrick De Pelsmacker ()
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Freya De Keyzer: KU Leuven
Nathalie Dens: Antwerp Management School
Patrick De Pelsmacker: University of Antwerp

Electronic Commerce Research, 2023, vol. 23, issue 3, No 23, 1940 pages

Abstract: 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.

Keywords: Social media; Facebook; Persuasion knowledge; Native advertising; Banner advertising; Eye-tracking (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s10660-021-09523-7

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