Factores determinantes en la atención de publicidad en Instagram: Estudio con eye tracking en jóvenes universitarios para una floristería.
DOI:
https://doi.org/10.18041/2619-4244/dl.38.12644Palabras clave:
Diseño experimental, atención visual, Instagram, publicidad, Eye trackingResumen
Para conocer el nivel de atención que alcanza su marca en estudiantes universitarios, en una floristería se aplica un diseño factorial con dos factores. Para este experimento se utiliza la técnica del eye-tracking que mide la atención visual en tres áreas de interés: mensaje (copy), imagen y marca de tres piezas publicitarias. Se hizo un experimento con estímulos publicitarios y musicales, publicados en Instagram, que buscan atraer clientes y facilitar su atención en dichas áreas. Los dos factores son la publicidad y la música con tres niveles de variación cada uno y el objetivo es saber si son la causa en la atención visual de los participantes. Se hizo la prueba a siete estudiantes en os tres niveles de publicidad y de música, resultando 63 réplicas aleatorias. Los resultados evidencian que el tipo de pieza publicitaria influye en los niveles atencionales medidos por la variable dependiente duración total de la fijación en todas las áreas de interés, mientras que el tipo de música es influyente sólo para el área de interés copy. Por su parte, en la variable dependiente tiempo hasta la primera fijación se observa influencia del tipo de publicidad en los niveles de atención.
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