Berencsi Alexa – Fehér András (2023): Képalapú közösségi média bejegyzések optimalizálási lehetőségei szemkamerás vizsgálattal az üdítőital-piacon
Loading. Please, wait.
Berencsi Alexa – Fehér András (2023): Képalapú közösségi média bejegyzések optimalizálási lehetőségei szemkamerás vizsgálattal az üdítőital-piacon. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 pp. 11–18. DOI:10.62561/EMOK-2023-01
DOI
https://doi.org/10.62561/EMOK-2023-01
Authors
- Alexa, Berencsi. Debreceni Egyetem.
- András, Fehér. Debreceni Egyetem.
Abstract
Optimizing options for image-based social media posts with eye camera testing in the soft drink market
The study examines one Facebook post each from two leading companies in the soft drinks industry. The preselected posts contained similar visual elements: human face, product, branding and text. The Tobii Pro Fix eye camera was used for the study. The ideal number of items in the research sample was 30. The senior high school students included in the study are members of Generation Z, i.e. Internet natives. Thus, their attitudes are especially important when studying online promotions. The participating students also took part in a short questionnaire after the eye-camera study, during which they had to recall spontaneously and with help what they had seen before. Based on the self-report questionnaire, three groups of respondents were formed: 'health conscious', 'partially health conscious' and 'not health conscious'. The aim of the research is to explore how to optimise a soft drinks-related post on a given social media platform. The results of the research include the importance of the role and direction of the face in guiding the gaze. It is also worth highlighting the high level of attention paid by the "partially health-conscious" group to the front-page information - sugar-free - of the products featured in the images.
eye camera soft drinks social media promotion online marketing
COM_DOCS_ACKNOWLEDGEMENTS
„Supported By The ÚNKP-22-2 New National Excellence Program Of The Ministry For Culture and Innovation from the source of The National Research, Development and Innovation Fund.”
Language
hungarian
Details of publishing collection
Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023