Articles | Open Access | DOI: https://doi.org/10.55640/ijefms-9144

NAVIGATING DISTRACTIONS: UNVEILING THE POWER OF DIGITAL ADVERTISING IN LOW-ATTENTION ENVIRONMENTS

Kyle Williamson , School of Communication, Journalism, And Marketing, Massey University, Palmerston North, New Zealand

Abstract

Unveiling the Power of Digital Advertising in Low-Attention Environments," delves into the dynamics of digital advertising's effectiveness when faced with challenges posed by low-attention environments. In an era saturated with information and distractions, the study investigates strategies and elements within digital advertising that capture and retain audience focus. Through a comprehensive analysis of engagement metrics, user behaviors, and content attributes, the research aims to provide insights for advertisers seeking to optimize their campaigns in settings where attention is at a premium.

Keywords

Digital Advertising, Low-Attention Environments, Engagement Metrics

References

Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102-113.

Li, H., & Edwards, S. M. (2002). How advertainment works: A model of effectiveness in entertaining advertising. Advances in Consumer Research, 29(1), 177-184.

Berthon, P., Pitt, L., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261-271.

Vaynerchuk, G. (2013). Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World. HarperBusiness.

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.

Lister, C., West, J. H., Cannon, B., Sax, T., & Brodegard, D. (2014). Just a Fad? Gamification in Health and Fitness Apps. JMIR Serious Games, 2(2), e9.

Rauschnabel, P. A., Brem, A., & Ivens, B. S. (2015). Who will buy smart glasses? Empirical results of two pre-market-entry studies on the role of personality in individual awareness and intended adoption of Google Glass wearables. Computers in Human Behavior, 49, 635-647.

Article Statistics

Downloads

Download data is not yet available.

Copyright License

Download Citations

How to Cite

Kyle Williamson. (2023). NAVIGATING DISTRACTIONS: UNVEILING THE POWER OF DIGITAL ADVERTISING IN LOW-ATTENTION ENVIRONMENTS. International Journal of Economics Finance & Management Science, 8(12), 01–04. https://doi.org/10.55640/ijefms-9144