Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.13087/2232
Title: I Got My Eyes on You: Examination of Sports Celebrity Endorsement Effect on Viewer's Visual Attention
Authors: Büyükakgül, Ümit Can
Yüce, Arif
Katırcı, Hakan
Keywords: Sports Celebrity Endorsement
Customer Visual Attention
Advertisers
Eye-tracking
Perception
Tracking
Attractiveness
Information
Animation
Brands
Memory
Model
Mind
Issue Date: 2021
Publisher: Univ Semarang, Dept Communication
Abstract: Celebrity endorsement is a widely used method to gather customer visual attention to the advertised product. Viewers' visual attention to the products is clinical for advertisers. This is why advertisers keep their eyes on consumers to know where they're looking. The study was aimed to explore the visual attention of young sports consumers by gender with the help of an eyetracking system. An experiment was conducted with twenty-eight university students by using Tobii Pro Glasses-2 eye tracker. Fixation durations, counts, and areas were measured to assess the effects of sports celebrity endorsement on visual attention. In major findings, although in the ad where a female sports celebrity was featured, men and women respondents were fixed in similar areas, the men respondents put the maximum focus on the female athlete herself, while the women respondents focus maximum on the product. The present study found that the visual attention of the young sports consumers visual attention to the printed advertisements with sports contents varied by gender. Young consumers can have different connections and associations with celebrities than older consumers. The study gives important information to understand the young sports consumers' visual attention to the printed advertisements which use sport celebrity endorsements.
URI: http://doi.org/10.26623/themessenger.v13i2.2333
https://hdl.handle.net/20.500.13087/2232
ISSN: 2086-1559
2527-2810
Appears in Collections:Bilgisayar Mühendisliği Bölümü Koleksiyonu
WoS İndeksli Yayınlar Koleksiyonu

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