Effective Creativity Against Banner Blindness

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dc.contributor.authorPostránecká, Kateřina
dc.contributor.authorDvořáček, Filip
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2023-09-27T12:41:06Z
dc.date.available2023-09-27T12:41:06Z
dc.description.abstractThis research study titled "Effective Creativity against Banner Blindness" aims to investigate the factors that significantly influence the attention of Internet users toward banner ads. By observing Internet users during their natural online browsing behavior, we discovered that factors such as colors, text, and element layout have a negligible influence. However, a crucial finding of this study is that the user's current needs or interests play a significant role in capturing their attention. Consequently, recognizing that Internet users are primarily influenced by whether an advertisement aligns with their everyday needs or goods is the primary outcome of this study. Furthermore, this research provides insights into strategies to combat banner blindness by presenting relevant ads to the right user at the right time and place.en
dc.formattext
dc.identifier.doi10.15240/tul/009/lef-2023-58
dc.identifier.isbn978-80-7494-627-1
dc.identifier.urihttps://dspace.tul.cz/handle/15240/172874
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.isbasedonWeinreich, H., Obendorf, H., Herder, E., & Mayer, M. (2008). Off the beaten tracks: Exploring three aspects of web navigation. In Proceedings of the SIGCHI conference on Human factors in computing systems (CHI'08), 1331-1340. https://doi.org/10.1145/1135777.1135802
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dc.relation.ispartofLiberecké ekonomické fórum 2023cs
dc.relation.ispartofLiberec Economic Forum 2023en
dc.subjectBanner blindnessen
dc.subjectbanner adsen
dc.subjectcreativityen
dc.subjectinternet usersen
dc.subjectcurrent needen
dc.subjectinteresten
dc.subjectuser selectiveen
dc.subjectcritical factorsen
dc.subject.classificationM3
dc.titleEffective Creativity Against Banner Blindnessen
dc.typeproceeding paperen
local.accessopen
local.citation.epage556
local.citation.spage548
local.facultyFaculty of Economics
local.fulltextyes
local.relation.abbreviationLEFcs
local.relation.abbreviationLEFen
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