Recall of Digital Content as Part of Consumer Response Model

D 2019

Recall of Digital Content as Part of Consumer Response Model

KRAJINA, Anida a Dušan MLADENOVIĆ

Základní údaje

Originální název

Recall of Digital Content as Part of Consumer Response Model

Autoři

KRAJINA, Anida a Dušan MLADENOVIĆ

Vydání

Zagreb, 49th International Scientific Conference on Economic and Social Development. Book of Proceedings, od s. 36-46, 11 s. 2019

Nakladatel

Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia

Další údaje

Jazyk

angličtina

Typ výsledku

Stať ve sborníku

Obor

50204 Business and management

Stát vydavatele

Chorvatsko

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

elektronická verze "online"

Odkazy

URL

Označené pro přenos do RIV

Ano

Kód RIV

RIV/00216224:14560/19:00112146

Organizační jednotka

Ekonomicko-správní fakulta

ISSN

Klíčová slova anglicky

Consumer response; Online content; Recognition; Recall

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 31. 3. 2020 13:30, Mgr. Daniela Marcollová

Anotace

V originále

It appears relatively easy for most of the people to answer the questions such as “what is today’s date” or “describe experiences when you first started your current job”. However, if someone asks “what is the color of the last advertisement you have seen” or “what was the tittle of the newspaper article you have read this morning”, the answers might differ, not only in content but also in the actual recalling. The fact that humans can store and retrieve much information is incontestably fascinating. However, the brain has limited capacities. The question is what makes the person remember some items and contexts and forget others. This study explores the connection between attention and recall by implementing combined eye tracking and laddering interview method. The attended and recalled elements are part of the simulated website in the form of images and text and presented to the generation cohorts Y and Z. The results show that in the short-term memory, the objects that receive the highest attention are remembered better with both cohorts despite the type of the content. However, in the longer time span, the evidence shows that the form of the content influences the remembered exposure with generation Z especially. The results of this study may alter managerial preferences for the optimal content presented on the websites that should correspond to their strategic goals, such as making content marketing more memorable.

Návaznosti

MUNI/A/1155/2018, interní kód MU

Název: The Widespread Influence of Cultural Differences on Digital Marketing

Investor: Masarykova univerzita, The Widespread Influence of Cultural Differences on Digital Marketing, DO R. 2020_Kategorie A - Specifický výzkum - Studentské výzkumné projekty

Citovat

KRAJINA, Anida a Dušan MLADENOVIĆ. Recall of Digital Content as Part of Consumer Response Model. Online. In Darko Dukic, Tomasz Studzieniecki, Jasmina Grzinic. 49th International Scientific Conference on Economic and Social Development. Book of Proceedings. Zagreb: Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia, 2019, s. 36-46. ISSN 1849-7535.

@inproceedings{1600556,
   author = {Krajina, Anida and Mladenović, Dušan},
   address = {Zagreb},
   booktitle = {49th International Scientific Conference on Economic and Social Development. Book of Proceedings},
   editor = {Darko Dukic, Tomasz Studzieniecki, Jasmina Grzinic},
   keywords = {Consumer response; Online content; Recognition; Recall},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Zagreb},
   pages = {36-46},
   publisher = {Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia},
   title = {Recall of Digital Content as Part of Consumer Response Model},
   url = {https://www.esd-conference.com/upload/book_of_proceedings/Book_of_Proceedings_esdZagreb2019_Online.pdf},
   year = {2019}
}

TY  - CONF
ID  - 1600556
AU  - Krajina, Anida - Mladenović, Dušan
PY  - 2019
TI  - Recall of Digital Content as Part of Consumer Response Model
PB  - Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia
CY  - Zagreb
KW  - Consumer response
KW  - Online content
KW  - Recognition
KW  - Recall
UR  - https://www.esd-conference.com/upload/book_of_proceedings/Book_of_Proceedings_esdZagreb2019_Online.pdf
L2  - https://www.esd-conference.com/upload/book_of_proceedings/Book_of_Proceedings_esdZagreb2019_Online.pdf
N2  - It appears relatively easy for most of the people to answer the questions such as “what is today’s date” or “describe experiences when you first started your current job”. However, if someone asks “what is the color of the last advertisement you have seen” or “what was the tittle of the newspaper article you have read this morning”, the answers might differ, not only in content but also in the actual recalling. The fact that humans can store and retrieve much information is incontestably fascinating. However, the brain has limited capacities. The question is what makes the person remember some items and contexts and forget others. This study explores the connection between attention and recall by implementing combined eye tracking and laddering interview method. The attended and recalled elements are part of the simulated website in the form of images and text and presented to the generation cohorts Y and Z. The results show that in the short-term memory, the objects that receive the highest attention are remembered better with both cohorts despite the type of the content. However, in the longer time span, the evidence shows that the form of the content influences the remembered exposure with generation Z especially. The results of this study may alter managerial preferences for the optimal content presented on the websites that should correspond to their strategic goals, such as making content marketing more memorable.
ER  -

KRAJINA, Anida a Dušan MLADENOVI$\backslash$'C. Recall of Digital Content as Part of Consumer Response Model. Online. In Darko Dukic, Tomasz Studzieniecki, Jasmina Grzinic. \textit{49th International Scientific Conference on Economic and Social Development. Book of Proceedings}. Zagreb: Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia, 2019, s.~36-46. ISSN~1849-7535.

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