Paper Type
Complete
Paper Number
1406
Description
Social media users are exposed to a plethora of advertisements daily, but the influence of advertisement design elements like intertitles on viewer attention remains under-explored from a neurophysiological perspective. This study aimed to contribute to the social media domain by utilizing a novel methodology to assess the impact of intertitle exposure frequency and background color on attention to social media video advertisements. Forty-nine participants viewed three video advertisements with varying intertitle exposure frequencies and background colors while brain response was monitored via electroencephalography (EEG). Results revealed that advertisements with higher intertitle frequency elicited lower attention levels compared to those with fewer intertitles, which enhanced attention. Additionally, black background intertitles were associated with greater attention compared to red counterparts. By implementing the recommendations derived from our empirical findings, practitioners can optimize the cost-effectiveness of social media advertisements, maximizing their impact and value for the invested resources.
Recommended Citation
Wang, Hui-Chih; Ehianeta, Rachael Oluwayemisi; Lin, Chun-Ling; Shang, Kuo-Chung; Kantardzic, Mehmed; DOONG, HERSEN; and Chung, Chih Hung, "Intertitles and Attention in Social Media Video Advertisements: An Exploration of EEG Viewpoints" (2024). PACIS 2024 Proceedings. 19.
https://aisel.aisnet.org/pacis2024/track17_socmedia/track17_socmedia/19
Intertitles and Attention in Social Media Video Advertisements: An Exploration of EEG Viewpoints
Social media users are exposed to a plethora of advertisements daily, but the influence of advertisement design elements like intertitles on viewer attention remains under-explored from a neurophysiological perspective. This study aimed to contribute to the social media domain by utilizing a novel methodology to assess the impact of intertitle exposure frequency and background color on attention to social media video advertisements. Forty-nine participants viewed three video advertisements with varying intertitle exposure frequencies and background colors while brain response was monitored via electroencephalography (EEG). Results revealed that advertisements with higher intertitle frequency elicited lower attention levels compared to those with fewer intertitles, which enhanced attention. Additionally, black background intertitles were associated with greater attention compared to red counterparts. By implementing the recommendations derived from our empirical findings, practitioners can optimize the cost-effectiveness of social media advertisements, maximizing their impact and value for the invested resources.
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