An Exploratory Study on Consumers’ Attention towards Social Media Advertising: An Electroencephalography Approach

dc.contributor.author Wang, Huichih
dc.contributor.author Doong, Hersen
dc.date.accessioned 2016-12-29T00:23:35Z
dc.date.available 2016-12-29T00:23:35Z
dc.date.issued 2017-01-04
dc.description.abstract This study aimed to demonstrate empirically that consumers’ attention is related to changes in the electroencephalographic (EEG) brain activity during the observation of a humorous or non-humorous advertisement displayed on social media. This study is innovative in three ways: first, social media is a popular platform for the testing of pre-launch advertisements. However, the online environment makes concealing real thoughts easy. Hence, the skill of observing consumers’ actual responses to advertising via brain activity has useful implications. Second, by examining how men and women differ neurologically in sensing humor, this study is a pioneer in testing the interaction effects from an EEG signal perspective. Third, by using fuzzy set qualitative comparative analysis (fsQCA) methods rather than traditional means, such as correlation, a new lens for understanding neuromarketing might be built.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2017.099
dc.identifier.isbn 978-0-9981331-0-2
dc.identifier.uri http://hdl.handle.net/10125/41249
dc.language.iso eng
dc.relation.ispartof Proceedings of the 50th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Electroencephalographic
dc.subject Social media advertising
dc.title An Exploratory Study on Consumers’ Attention towards Social Media Advertising: An Electroencephalography Approach
dc.type Conference Paper
dc.type.dcmi Text
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