Banki online reklámokban megjelenő vizuális és tartalmi elemek figyelemre gyakorolt hatásainak vizsgálata szemmozgáskövetéses módszerrel a Z generációs fiatalok körében
Analysis of the Impact of Brand Identity Elements in Bank Advertisements on Attention Using Eye-Tracking

Summary/Abstract: The online competition for the attention of young people is more critical than ever in the banking sector. When banking customers choose banks and services online, they are exposed to various visual stimuli, such as logos, colors, shapes, characters, fonts, and styles. The aim of this study is to bring the reader closer to understanding how banks’ online advertising activities influence customer attention. In our research, we sought to answer the question of which brand elements attract attention, and what quantitative characteristics these elements exhibit on online banking advertising platforms, especially among Generation Z. Consumer attention was examined using an eye-tracking method with a Tobii eye-tracking device. The examined interfaces were online advertisements related to card payments and bank loans. The study was conducted by identifying and analyzing Areas of Interest (AOIs). After defining AOIs, we applied Friedman test, Durbin-Conover pairwise comparisons and descriptive statistics to analyze the data. The obtained results were illustrated with gaze plot visualizations Based on the results, it was concluded that the most significant elements of brand identity were image illustrations with colors and large textual headlines. The results of this study can be useful in the advertising activities of banks, as they provide guidance on the attention-grabbing effectiveness of various brand identity elements. Certain online advertising surfaces used by banks should be designed to include various colorful images and large textual headlines. It is advisable to create text headlines in large sizes, as they demonstrably attract more attention than smaller ones.

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