Eye behaviour provides valuable information revealing one's higher cognitive functions and
state of affect. Although eye tracking is gaining ground in the research community, it is not …

In recent years, machine learning (ML) and artificial intelligence (AI) have attracted
considerable attention in different industry sectors, including marketing. ML and AI hold …

There are high expectations towards extended reality (XR), namely the “metaverse”.
However, human performance in the metaverse has been called into question when …

This paper focuses on the influence of the ambidexterity of technological learning routine on
firm innovation performance within industrial clusters. Specifically, this study seeks to …

Video content has become a major component of total internet traffic. Growing bandwidth
and computational power conspire with an increasing number of video editing tools …

Many platforms and sellers have adopted e-commerce live streaming to attract consumers.
However, little research has been done to understand the effects of attractiveness in e …

This special issue compiles a set of cutting-edge articles that use eye tracking methodology
to address unresolved problems in Attention Based Marketing (ABM). Understanding …

Purpose Due to the paucity of research examining message framing strategies and attention
in anti-consumption advertisements, this study aims to determine whether there is a …

Purpose This study aims to analyse the effectiveness of a static promotional banner located
on a hotel reservation website in terms of capturing the visitor's visual attention by exploring …

Under the hit of the epidemic, an increasing number of young people exchange and
purchase goods by watching and resorting to mobile short video advertisements. Therefore …