文献类型：期刊文献

英文题名：Research on Evaluation Model of Social Game Advertising Effect Based on Eye Movement Experiment

作者：Wang, Han[1]; Fu, Rongrong[1]

机构：[1] East China University of Science and Technology, No. 130 Meilong Rd, Shanghai, 200237, China

年份：2019

卷号：1033

起止页码：76

外文期刊名：Communications in Computer and Information Science

收录：EI(收录号：20193107244306)

语种：英文

外文关键词：Economic and social effects - Eye movements

摘要：The rapid development of technology constantly changes the way advertising is transmitted. In recent years, more and more brands have chosen to use game advertising on social media to spread brand information. Faced with this new form of advertising, the industry is still adopting the existing evaluation system and method, lacking the research and application of the supporting effect evaluation system, ignoring the analysis of the special attributes of such advertisements, leading to the lack of accuracy in evaluation of advertising effects. In view of the current problem, this paper adopts the method of eye movement experiment, taking social game advertisement as an example, establishes the effect evaluation model of social game advertisement, and obtains the design principle of social game advertisement. It is verified by the second experiment that the result shows that the effect evaluation model is effective, and the proposed design principles are feasible. This helps advertisers to accurately and effectively grasp the communication advantages and disadvantages of social game advertising when measuring the effectiveness of advertising, and provide objective data support for the later adjustment of advertising delivery strategy. It is expected to provide an empirical reference for the industry to measure the effectiveness of social game advertising, enrich the theoretical research on the evaluation of social game advertising effectiveness, and provide reference for the application of eye movement experiment in social game advertising research. ? Springer Nature Switzerland AG 2019.