IDEAS home Printed from https://ideas.repec.org/a/ids/ijimad/v14y2020i3p318-335.html
   My bibliography  Save this article

Organic and sponsored ads: study on online purchase intent and visual behaviour

Author

Listed:
  • Marina Teixeira De Souza
  • Jorge Henrique Caldeira De Oliveira
  • Janaina De Moura Engracia Giraldi

Abstract

Studies have focused on ads on search pages and user interactions, but without considering the types of attention. This study aims to verify how the relationship between attention to organic and sponsored ads and types of visual behaviour about the intention to buy online. A data collection was performed with 100 students from the Faculty of Administration, Economics and Accounting of Ribeirão Preto (FEA-RP/USP) - this is a quantitative study using eye-tracking equipment. The statistical technique of logistic regression with random effect was used. It was possible to verify that the individuals have a greater tendency to opt for sponsored advertisements of the research sites and that this fact is positively related to the visual attention and independent of the type of visual behaviour that it possesses. These results provide relevant information about the display of ads on search sites and provide insights for searches in that area.

Suggested Citation

  • Marina Teixeira De Souza & Jorge Henrique Caldeira De Oliveira & Janaina De Moura Engracia Giraldi, 2020. "Organic and sponsored ads: study on online purchase intent and visual behaviour," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 14(3), pages 318-335.
    • Handle: RePEc:ids:ijimad:v:14:y:2020:i:3:p:318-335
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=108721
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijimad:v:14:y:2020:i:3:p:318-335. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=84 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.