Automated Attention Analysis Across Brands and Cultures in Online Beer Marketing

  • Tomáš Kincl
  • Michal Novák
  • Pavel Štrach
  • Michal Charvát
Chapter
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 247)

Abstract

This chapter presents an extended study focused on application of automated attention analysis in online marketing. The research question we are trying to address is whether automated tools can be used to depict differences between brand related websites of beer companies. Automated and quick comparison of websites from different markets and cultures might provide stimulating and instructive feedback and thus become an invaluable tool for online marketers. In spite of being exploratory in nature, the study and indicates that the automated tools instead of human-centered attention analysis could be an inexpensive yet relevant tool for brand site development.

Keywords

Attention analysis Automated tool Cultural differences Eye-tracking simulation Online marketing Web design 

Notes

Acknowledgments

This work has been supported by GACR grant no. P403/12/2175 and IGA VŠE 14/2012.

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Copyright information

© Springer Science+Business Media Dordrecht 2014

Authors and Affiliations

  • Tomáš Kincl
    • 1
  • Michal Novák
    • 1
  • Pavel Štrach
    • 2
  • Michal Charvát
    • 1
  1. 1.University of EconomicsJindřichův HradecCzech Republic
  2. 2.Škoda Auto UniversityMladá BoleslavCzech Republic

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