Testing Social Media Advertising Effectiveness with Multi-Method User Experience Research

Tobias Ahnfeld, Alexander Hahn, Jan Joosten, Katharina Klug and Dirk Totzek

Marketing Review St.Gallen, 2023, vol. 40, issue 6, 32-39

Abstract: This study highlights the importance of pre-testing social media ads and explores the challenges of objectively assessing ad performance. It outlines how a multi-method approach combining facial coding and eye-tracking can help identify successful ads before launch. The findings emphasize the growing importance of user experience research (via digital empathy) for social media advertising and performance marketing.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:306252

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