Testing Social Media Advertising Effectiveness with Multi- Method User Experience Research
- This study highlights the importance of pre-testing social media ads and explores the challenges of objectively assessing ad performance. It outlines how a multi-method approach combining facial coding and eye-tracking can help identify successful ads before launch. The findings emphasize the growing importance of user experience research (via digital empathy) for social media advertising and performance marketingrketing.
| Author: | Tobias Ahnfeld, Alexander HahnORCiD, Jan Joosten, Katharina Klug, Dirk Totzek |
|---|---|
| ISSN: | 1865-7516 |
| Parent Title (English): | Marketing Review St.Gallen |
| Subtitle (English): | with Multi-Method User Experience Research |
| Publisher: | Thexis |
| Place of publication: | St. Gallen |
| Document Type: | Article |
| Language: | English |
| Date of first Publication: | 2023/06/01 |
| Reviewed: | Begutachtet/Reviewed |
| Release Date: | 2025/02/17 |
| Volume: | 40 |
| Issue: | 6 |
| Pagenumber: | 32-39 |
| institutes: | Fakultät Betriebswirtschaft |
| Ohm User Experience Center (Ohm-UX) | |
| Research Themes: | Digitalisierung & Künstliche Intelligenz |
