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What is Impact of Ad Clutter on Social Media Ads about?

This study investigates how ad type and personalization affect advertising effectiveness in cluttered social media environments. Findings indicate that personalized native ads capture more consumer attention compared to display ads, even amidst clutter, but excessive native ads can increase competition for attention. The research employs eye-tracking to observe real-life interactions with ads, highlighting the importance of personalization in mitigating negative clutter effects.

Author

ughhduhhwhatever

Language

EN