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Testing Social Media Advertising Effectiveness with Multi-Method User Experience Research
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.
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| Titel | Testing Social Media Advertising Effectiveness with Multi-Method User Experience Research |
|---|---|
| Medien | Marketing Review St. Gallen |
| Verlag | Thexis Verlag |
| Heft | 6 |
| Band | 40 |
| ISSN | 1865-7516 |
| Verfasser | T. Ahnfeld, A. Hahn, J. Josten, Prof. Dr. Katharina Klug, D. Totzek |
| Seiten | 32-39 |
| Veröffentlichungsdatum | 01.12.2023 |
| Zitation | Ahnfeld, T.; Hahn, A.; Josten, J.; Klug, Katharina; Totzek, D. (2023): Testing Social Media Advertising Effectiveness with Multi-Method User Experience Research. Marketing Review St. Gallen 40 (6), 32-39. DOI: https://hdl.handle.net/10419/306252 |