Comparative analysis of advertising attention to Facebook social network: Evidence from eye-movement data

作者：

Highlights：

• The main is to navigate online advertising during social networking sites.

• A behavioral eye tracking exploratory study is conducted on Facebook advertising.

• Eye tracking metrics are correlated to Facebook advertising.

摘要

•The main is to navigate online advertising during social networking sites.•A behavioral eye tracking exploratory study is conducted on Facebook advertising.•Eye tracking metrics are correlated to Facebook advertising.

论文关键词：Social networks,Advertising attention,Eye tracking technology,Behavior analysis

论文评审过程：Received 16 April 2018, Revised 13 June 2018, Accepted 4 August 2018, Available online 4 August 2018, Version of Record 15 August 2019.

论文官网地址：https://doi.org/10.1016/j.chb.2018.08.007