Home // IARIA Congress 2025, The 2025 IARIA Annual Congress on Frontiers in Science, Technology, Services, and Applications // View article

Harnessing Eye-Tracking Technology to Analyze Gen Z's Engagement with Digital Marketing

Authors:
Emad Bataineh
Mohammed Almourad

Keywords: Digital marketing; eye tracking; neuroscience; human psychology; consumer behavior.

Abstract:
In the current highly competitive industry, digital marketers must comprehend consumer behavior and effectively communicate with their intended consumers. Utilizing methods like eye tracking, Electroencephalogram (EEG), and Magnetic Resonance Imaging (MRI), neuromarketing has become a potent instrument for evaluating the effects of advertising across a range of media. This study explores the critical impact that focused visual attention plays in enhancing memory encoding, visual processing, and ultimately, recall of advertisements. The research examines how attention can be focused like a zoom lens, focusing on particular features inside advertisements, using the well-established Zoom Lens Model of Attention. The study examines participant-used visual attention methods and ideal logo placement through careful gaze data analysis. The results highlight the effectiveness of targeted visual attention in improving memory recall. Stronger memory retention showed participants could remember items that attracted concentrated visual attention. Furthermore, the results showed that focused attention-stimulated inputs were processed more effectively, as evidenced by fewer fixations and longer fixation times. This efficiency highlights the cognitive benefits of focused visual attention by implying that people could take in more information from the stimuli in less time. The study emphasizes the practical implications for digital marketers, stressing the significance of strategically putting essential components to draw in and hold viewers' attention long enough to boost advertisement memory.

Pages: 38 to 43

Copyright: Copyright (c) IARIA, 2025

Publication date: July 6, 2025

Published in: conference

ISBN: 978-1-68558-284-5

Location: Venice, Italy

Dates: from July 6, 2025 to July 10, 2025