{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,29]],"date-time":"2026-04-29T01:22:04Z","timestamp":1777425724422,"version":"3.51.4"},"reference-count":92,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2021,7,16]],"date-time":"2021-07-16T00:00:00Z","timestamp":1626393600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["SJME"],"published-print":{"date-parts":[[2021,8,24]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor\u2019s visual attention by exploring how this impact depends on the user\u2019s degree of internet experience.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>An experiment was conducted using the eye-tracking methodology, in addition to a self-administered questionnaire. Through eye-tracking technology, eye movements were recorded whilst participants explored a generic hotel website. The factors used in the analyses were the position of the banner on the website and participants\u2019 experience as internet users.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The findings showed that positioning a banner at certain locations on the webpage may lead to a better recall, which, in part, seems to result from the visual attention that such locations attract. The mediation analysis showed that the bottom-right and bottom-left positions have a negative effect on banner recall due, in part, to the shorter attention times and the smaller number of fixations those positions induce. Although the visitor\u2019s level of internet experience affected his\/her visual attention towards the banner, its impact on banner recall was non-significant. Results are discussed considering which variables produce greater effectiveness in capturing the user\u2019s attention.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>The paper draws several implications for the marketing literature, hospitality management and society in general.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>The study is the first to analyse the impact of the position of a static ad on users\u2019 visual attention and memory, considering the user\u2019s degree of internet experience.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/sjme-04-2020-0050","type":"journal-article","created":{"date-parts":[[2021,7,12]],"date-time":"2021-07-12T03:33:36Z","timestamp":1626060816000},"page":"85-114","source":"Crossref","is-referenced-by-count":14,"title":["The influence of banner position and user experience on recall. 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