Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study
Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we...
Main Authors: | , , , , |
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Format: | Article |
Language: | English |
Published: |
MDPI AG
2021-03-01
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Series: | Journal of Theoretical and Applied Electronic Commerce Research |
Subjects: | |
Online Access: | https://www.mdpi.com/0718-1876/16/5/66 |