Next Article in Journal
Organizational Structure and Artificial Intelligence. Modeling the Intraorganizational Response to the AI Contingency
Next Article in Special Issue
Internet Celebrities’ Impact on Luxury Fashion Impulse Buying
Previous Article in Journal
A Two-Stage SEM–Artificial Neural Network Analysis of Mobile Commerce and Its Drivers
Previous Article in Special Issue
Benefits of Online Sources of Information in the Tourism Sector: The Key Role of Motivation to Co-Create
Article

Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components

Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității Street, No. 1, Building A, 500068 Brașov, Romania
*
Author to whom correspondence should be addressed.
Academic Editor: Maria Sicilia
J. Theor. Appl. Electron. Commer. Res. 2021, 16(6), 2319-2340; https://doi.org/10.3390/jtaer16060128
Received: 30 July 2021 / Revised: 3 September 2021 / Accepted: 7 September 2021 / Published: 11 September 2021
In the era of digitally dominated competition, where the effectiveness of Facebook ads prompts the social media marketing strategy, new opportunities arise for most industries. In this context, this study aims to discover and summarize the key optimisations regarding the creative ad components needed to run highly personalized ads based on a user profile. The participants were Facebook users between the ages of 18 and 65+ who were interested in dental services. Qualitative methods were adopted in order to discover suitable options for professionals to grow their business. In the first stage, the A/B split test using the Facebook Ads manager labelled the most effective creative component. In the second stage, an eye-tracking experiment generated 30 heatmaps that showed the differences between the segments. The results show solutions for attracting users by increasing the level of personalization of the ads. They are more beneficial for social media campaigns aimed at brand awareness targeting women and showing them a happy human face. When the target audience is men, technical details are preferred in order for the ad to become more attractive for them. This study enriches the literature and empowers professionals to deploy social media marketing growth strategies to attract users and make them convert to their full potential. View Full-Text
Keywords: social media marketing; A/B split test; eye tracking; creative optimisation; digital marketing for the dental industry; business growth; personalization; user profile social media marketing; A/B split test; eye tracking; creative optimisation; digital marketing for the dental industry; business growth; personalization; user profile
Show Figures

Figure 1

MDPI and ACS Style

Nichifor, E.; Lixăndroiu, R.C.; Chițu, I.B.; Brătucu, G.; Sumedrea, S.; Maican, C.I.; Tecău, A.S. Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 2319-2340. https://doi.org/10.3390/jtaer16060128

AMA Style

Nichifor E, Lixăndroiu RC, Chițu IB, Brătucu G, Sumedrea S, Maican CI, Tecău AS. Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(6):2319-2340. https://doi.org/10.3390/jtaer16060128

Chicago/Turabian Style

Nichifor, Eliza, Radu C. Lixăndroiu, Ioana B. Chițu, Gabriel Brătucu, Silvia Sumedrea, Cătălin I. Maican, and Alina S. Tecău 2021. "Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 6: 2319-2340. https://doi.org/10.3390/jtaer16060128

Find Other Styles

Article Access Map by Country/Region

1
Back to TopTop