An implicit research methodology to evaluate advertising effectiveness in Esports streaming based on viewers’ gaze, cognitive and emotional responses.
It is difficult to assess the real effectiveness of the sponsorship of esports for a brand. An initial approach would be to calculate the visibility of the brands’ ads during a broadcast, which is usually characterized in terms of exposition time. Classically, this time was computed manually by vis...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Murcia
2022-05-01
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| Series: | Sport TK |
| Subjects: | |
| Online Access: | https://revistas.um.es/sportk/article/view/485921 |