Interaktive Big Data Visualisierungen – Potenzial für das Management Reporting

Hofer, Peter; Perkhofer, Lisa; Mayr, Albert

doi:10.1007/978-3-658-29196-9_10

Cited by 5 publications

(1 citation statement)

References 17 publications

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“…The "Neuromarketing & AI LAB" technology allows us to perform an experiment, scan the look of the subject's eye and present the results of the research. A map of the areas of interest of the research group -AOI (Areas of Interest), heat maps have been chosen to illustrate the results of the research (Hofer et al, 2023;Farooqui, 2023). The method of comparative analysis will allow us to compare the obtained results and the data.…”

Section: Methodsmentioning

confidence: 99%

The Influence of Personal Brand Communication on Consumers

Kromalcas,

Kraujalienė,

Ževžikovas

2024

Business: Theory and Practice

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The idea of this research is to combine the influence of personal brand with business needs. This article is a personal brand’s analysis on how personal brand influences consumer interest in products/services. An experiment is carried out on the content viewed by consumers using eye-tracking technology “Neuromarketing & AI LAB” to reveal emotional and structural sensations in the social network Instagram. The aim of this research is to determine the influence of a personal brand on the consumer. Research methodology: analysis of scientific literature, logical definition and theory construction, an experiment: research of human emotions and chosen content. Data analysis method: descriptive statistics and comparative analysis. AOI (heat map) was selected to illustrate the research results. Influencers with up to 100 000 followers were selected – stimuli that trigger or enhance physiological and psychological reactions in the body. It was found that the body and face of a personal brand had the higher influence on consumers. Personal brand attracts consumers’ attention and promotes engagement. The originality and value of the paper: content relevance research of personal brand (identity) influence on consumers in social network Instagram. Further we suggest carrying out similar personal brand’s research choosing other social networks.

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Section: Methodsmentioning

confidence: 99%