Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/306252 
Year of Publication: 
2023
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 40 [Issue:] 6 [Year:] 2023 [Pages:] 32-39
Publisher: 
Thexis Verlag, St.Gallen
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.
Document Type: 
Article

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