Eye-tracking social media

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This project aims to test the effectiveness of including social-proof cues in brand-generated content on social media, contributing to the theory and research on advertising and marketing communication. Furthermore, this project will explore the possibilities of using eye-tracking to study consumers' exposure to social media content across devices (desktop versus mobile) and it will investigate which exposure measures are most useful for predicting consumers’ reactions, contributing to methodological developments in communication science.

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