Exploring the effectiveness of storytelling in advertising through eye-tracking

  1. Casado-Aranda, L.-A.
  2. Sánchez-Fernández, J.
  3. Paço, A.
Book:
Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines

ISBN: 9781799866053

Year of publication: 2021

Pages: 158-179

Type: Book chapter

DOI: 10.4018/978-1-7998-6605-3.CH009 GOOGLE SCHOLAR
Data source: Scopus