The article presents new results of the research on the problem of communicative formation of the image of environmentally disadvantaged territories. Relevant managerial implications and future directions for the esports industry are reported and discussed.
#FORMATION ANIMATRICE EMS DRIVER#
Results showed that (1) the ads available in the game view (IGAs) are capable altogether to attract 3.49% of the users’ visual attention (2) the chat section draws 10.68% of the users’ visual attention and more than the streamer’s face, known as a powerful attentional driver (3) the animated ad format elicits higher visual attention (1.46%) than the static format (1.12%) and (4) in some circumstances, the visual attention elicited by the ads is higher in the “Goal” scenes (0.69%) in comparison to “No-Goal” scenes (0.51%). The present eye-tracking study aimed at investigating those aspects, and introducing an eye-tracking research protocol specifically designed to accurately measure the visual attention associated with key elements of the game viewing experience. In this context, there is little evidence, if any, on how users perceive in-game advertising (IGA) and other key elements of the game viewing experience (e.g., facecam and chat) in terms of visual attention. In recent years, technological advances and the introduction of social streaming platforms (e.g., Twitch) have contributed to an increase in the popularity of esports, a highly profitable industry with millions of active users. This study provides an overview of the trends and paths in neuromarketing, which can help researchers understand global trends and future research directions. Moreover, the strongest citation bursts were used to study popular research at different time stages and analyze the research trends of neuromarketing research methods and tools. Through the analysis of knowledge maps, this study explored the mapping of co-citation, bibliographic coupling (BC), and co-occurrence (CC). Based on the data collected by the Web of Science (WOS), this study mainly collected 119 references and analyzed the most productive countries, universities, authors, journals, and prolific publications in the field of neuromarketing via Citespace. According to the data analysis results, neuromarketing has 15 main journals with relevant papers. These journals were core journals rated by the Association of Business Schools with three or more stars. In this study, journals that focused on neuromarketing in the field of marketing between 20 were analyzed. A systematic bibliometric analysis can solve this problem by providing publishing trends and information on various topics. To effectively explore the research trends in this field, we must understand the current situation of neuromarketing. This information can be used as the basis for new advertising campaigns and brand promotions. Various neuroscience tools, such as eye movements, have been adopted to help reveal how consumers react to particular advertisements or objects. Neuromarketing uses neurological methods to determine the driving forces behind consumers’ choices.
In the past decade, the importance of marketing has also been recognized in many fields such as consumer behavior, advertising, information systems, and e-commerce. Consumer behavior research has received increasing attention. Neuromarketing has become a new and important topic in the field of marketing in recent years. Surprisingly, consumers could recognize ads without having looked at them, which suggests that online consumers are especially parsimonious in allocating their focal attention and memory resources to irrelevant ads when they are involved in other tasks. As to memorization, animation improved recognition effects, but mainly for banners. Animation has a positive effect on attention to skyscrapers, but a negative one on attention to banners. We did nevertheless observe a strong interaction effect between animation and ad format, which suggests that the effect of animation is conditioned by ad format. The results suggest that on average, animation had little or no effect on attention. Consumer attention to a variety of real-world ads was measured with eye tracking and ad memory was assessed with recognition and recall tests. Based on a general framework of consumer perception and processing of advertising, this study examines the impact of animation and ad format on the attention and memorization of online ads.
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