| Abstract [eng] |
The master's thesis analyzes the influence of visual attention on brand attitudes on social media using eye tracking technology. The study examines how visual elements of online marketing content affect consumers. It also provides recommendations on how to optimize social media marketing strategies in the B2C segment. The main problem addressed in this study is to understand how visual attention to cosmetic product affects brand attitudes in social media. The aim of the master's thesis is to investigate the relationship between visual attention and brand attitudes towards cosmetics products, providing a detailed analysis of how visual elements influence consumer behavior. To analyze this, several objectives are set: to analyze existing theories and literature in order to create a solid theoretical foundation, to identify the most effective visual elements that help attract attention, to evaluate their influence on brand attitudes, and to provide recommendations on how to optimize marketing strategies based on empirical findings. In order to fully explore this topic, the study used a mixed method approach, conducting an eye-tracking study with software IMotion to measure visual attention patterns. This experiment was complemented by interviews and content analysis to assess the effectiveness of demonstrative and informative visual elements in marketing content. The interviews provided deeper insights into the participants’ perceptions and preferences, which allowed for a comprehensive analysis of visual attention and brand attitudes. The study found that visual attention is a significant factor in shaping consumer attitudes towards brands on social media. Demonstrative visuals are ideal for creating emotional connections and capturing initial attention, while informative images are essential for building trust and providing a rational basis for decisions. Combining these types of visuals together and adapting them to the appropriate stage of the consumer’s buying journey can ensure maximum marketing effectiveness. In addition, the inclusion of clear and reliable information based on reliable facts strengthens brand trust, which ultimately leads to purchase intentions. The results of this master's thesis are intended for publication in academic journals specializing in digital marketing and consumer behavior. In addition, the findings will be adapted for professional articles and presentations for marketing professionals, focusing on the practical application of eye tracking technology in social media marketing strategies. |
