Name
Title | ||
|---|---|---|
The survival strategy of branded content in the over-the-top (OTT) environment: Eye-tracking and Q-methodology approach in digital product placement. |
Abstract | ||
|---|---|---|
•How branded content may be adopted to succeed with the over-the-top market using digital product placement.•A multiple research methodology comprising eye-tracking analysis and Q-methodology.•The physically optimized places that would attract users’ visual attention.•User centric perspective on branded content. |
Year | DOI | Venue |
|---|---|---|
2017 | 10.1016/j.tele.2017.04.016 | Telematics and Informatics |
Keywords | Field | DocType |
Over the top (OTT),Branded content,Digital product placement (PPL),Eye-tracking,Q-methodology | Branded content,Advertising,Computer science,Conservatism,Eye movement,Eye tracking,Visual attention,Marketing | Journal |
Volume | Issue | ISSN |
34 | 7 | 0736-5853 |
Citations | PageRank | References |
1 | 0.35 | 4 |
Authors | ||
2 | ||
Name | Order | Citations | PageRank |
|---|---|---|---|
| Taeyang Kim | 1 | 6 | 1.21 |
| Dong-Hee Shin | 2 | 137 | 11.56 |