TY  - GEN 
AU  - Muñoz-Leiva, Francisco
AU  - Herzallah, Doaa
AU  - Sánchez-Borrego, Ismael Ramón
AU  - Liébana Cabanillas, Francisco José
PY  - 2025
UR  - https://hdl.handle.net/10481/109396
AB  - Purpose
This study examines the role of logotypes in advertising effectiveness on s-commerce platforms by analyzing the visual attention paid by the consumer to fashion branding – wordmarks or combination marks – and their subsequent...
LA  - eng
PB  - Emerald
KW  - Eye-tracking
KW  - Gender
KW  - Age
KW  - Social commerce user experience
KW  - Banner position
KW  - Attention and recall
KW  - Visual representation of the brand
TI  - Surprise me with the visual representation of the brand in social commerce! An eye-tracking study based on user characteristics
DO  - https://doi.org/10.1108/EJMBE-03-2024-0090
ER  -