Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study

Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study

Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we...

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Bibliographic Details
Main Authors: Yessica-Ileana Giraldo-Romero, Carmen Pérez-de-los-Cobos-Agüero, Francisco Muñoz-Leiva, Elena Higueras-Castillo, Francisco Liébana-Cabanillas
Format: Article
Language:English
Published: MDPI AG 2021-03-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
Google
SEM
regulatory fit
elaboration probability model
message framing
eye tracking
Online Access:https://www.mdpi.com/0718-1876/16/5/66

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