Four research papers accepted for the European Marketing Academy 2024 conference in Bucharest
Four research papers from the chair team have been accepted for presentation at the European Marketing Academy (EMAC) 2024 conference in Bucharest, Romania. The EMAC conference is the most important conference for marketing researchers in Europe. The Chair will present the following research papers: "How to Gain and Hold Attention: Combining the Perspectives of Research, Practice, and Consumers to Generate a Comprehensive List of Attention Tactics" by Julian Felix Kopka, Lennart Borgmann and Tobias Langner, "Using Viewport Logging to Measure Gaining and Holding Attention Toward Social Media Ads: A Validation via Mobile Eye-Tracking" by Daniel Bruns, Julian Felix Kopka, Lennart Borgmann and Tobias Langner, "Don't Distract Me When I'm Detoxing! The Effects of Social Media Detox on Attention to Instagram Ads" by Lennart Borgmann, Julian Felix Kopka and Tobias Langner and "The Impact of Atypical Smartphone Swiping on Attention and Brand Recall in Social Media" by Stefan Rohrbach, Daniel Bruns and Tobias Langner.
Further information on the conference can be found here.
