Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components

Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components

In the era of digitally dominated competition, where the effectiveness of Facebook ads prompts the social media marketing strategy, new opportunities arise for most industries. In this context, this study aims to discover and summarize the key optimisations regarding the creative ad components neede...

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Bibliographic Details
Main Authors: Eliza Nichifor, Radu Constantin Lixăndroiu, Ioana Bianca Chițu, Gabriel Brătucu, Silvia Sumedrea, Cătălin Ioan Maican, Alina Simona Tecău
Format: Article
Language:English
Published: MDPI AG 2021-09-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
social media marketing
A/B split test
eye tracking
creative optimisation
digital marketing for the dental industry
business growth
Online Access:https://www.mdpi.com/0718-1876/16/6/128

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