Presenting an Advertising Policy Model Based on the Application of Eye Tracking
Keywords:
policy, advertising, application of eye trackingAbstract
The present study was conducted with the aim of developing a model for advertising policy based on the application of eye tracking. The research method was qualitative and grounded in data theory. Semi-structured interviews were used for data collection, and data analysis was carried out using Strauss and Corbin’s method and the paradigm model. Sampling was conducted through theoretical sampling and utilized purposive (judgmental) techniques, based on which 15 interviews with marketing and advertising managers and experts were conducted. The results of analyzing the data obtained from the interviews, through the process of open, axial, and selective coding, led to the development of an advertising policy model based on the application of eye tracking, grounded in data theory. The findings of this research indicate that for the success of an advertising policy based on the use of eye tracking, managers must carefully pay attention to all identified categories and subcategories in this study and possess adequate and sufficient knowledge regarding each of them.
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Copyright (c) 2024 Seyyed Hamid Mir Motahari (Author); Sina Nematizadeh; Seyyed Abbas Heydari (Author)
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