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Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components

Eliza Nichifor, Radu Constantin Lixandroiu, Ioana Bianca Chitu, Gabriel Bratucu, Silvia Sumedrea, Catalin Ioan Maican, Alina Simona Tecau. Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components. JTAER, 16(6):2319-2340, 2021. [doi]

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