Gender difference in visual attention to digital content of place-based advertising: a data-driven scientific approach

Taewon Suh (), Rick T. Wilson () and Seungtae On ()
Additional contact information
Taewon Suh: Texas State University
Rick T. Wilson: Texas State University
Seungtae On: Entrepreneurial Innovators Group

Electronic Commerce Research, 2023, vol. 23, issue 2, No 9, 877-897

Abstract: Abstract Due to the greater integration of digital technology within advertising and e-commerce, academics and practitioners need a better understanding of advertising effects in ecologically valid environments. This in-market study focuses on gender differences to investigate different types of visual attention for place-based advertising in a digital marketing context. This study adopts a data-driven scientific approach and demonstrates that gender differences can assess shoppers’ viewing behavior and preference towards different promotional content based on gender schemas. Our results find that gender dynamics are complex. On the one hand, our findings show that female shoppers are more likely to respond to gaze cues and notice place-based advertising if others are also looking at the ad. On the other hand, male shoppers display longer staying and fixation times than females. Although a few detailed results are mixed, in our additional investigation, we found that gender is still a key factor in explaining the initial visual attention to promotional content within place-based advertising.

Keywords: Place-based advertising; Gender; Visual attention; Data-driven science; Digital marketing (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10660-021-09494-9 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:elcore:v:23:y:2023:i:2:d:10.1007_s10660-021-09494-9

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/10660

DOI: 10.1007/s10660-021-09494-9

Access Statistics for this article

Electronic Commerce Research is currently edited by James Westland

More articles in Electronic Commerce Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().