An implicit research methodology to evaluate advertising effectiveness in Esports streaming based on viewers' gaze, cognitive and emotional responses.

• Main Authors: Frano Giakoni (Author), María López (Author), Francisco Segado (Author), Aarón Manzanares (Author), Javier Mínguez (Author)
• Formato: Libro
• Publicado: Universidad de Murcia, 2022-05-01T00:00:00Z.
• Subjects: article
• Acceso en liña: Connect to this object online.

It is difficult to assess the real effectiveness of the sponsorship of esports for a brand. An initial approach would be to calculate the visibility of the brands' ads during a broadcast, which is usually characterized in terms of exposition time. Classically, this time was computed manually by...