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.

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Metadaten
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
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