Motivated from the growing importance of visual marketing in practice, we review eye-
tracking research to evaluate its effectiveness. We provide a case study of the application of …

This study provides an overview of the evolution of the body of knowledge, current research
streams, potential new domains, and theoretical models of interest for neuromarketing …

Visual-based social media are growing exponentially and have become an integrated part
of the customer engagement strategy of many brands. Prior work points to the textual …

The three key ad elements (brand, pictorial, and text) each have unique superiority effects
on attention to advertisements, which are on par with many commonly held ideas in …

Traditionally, the production and distribution of advertising material has relied on human
effort and analog tools. However, technological innovations have given the advertising …

Recent trends in marketing have demonstrated an increased focus on in-store expenditures
with the hope of “grabbing consumers” at the point of purchase, but does this make sense …

Celebrity endorsement has become ubiquitous in international destination marketing, but
studies have rarely assessed the differences between the effects of endorsement by a local …

Colour has the potential to elicit emotions or behaviors, yet there is little research in which
colour treatments in website design are systematically tested. Little is known about how …

Given recent interest in social media, many brands now create content that they hope
consumers will view and share with peers. While some campaigns indeed go “viral,” their …

Although creativity is often considered a key success factor in advertising, the marketing
literature lacks a systematic empirical account of when and how advertising creativity works …