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The purpose of this study is to investigate how much visual attention is given to banner ads embedded in Web page content dependent on whether the user’s task is goal- or not goal-oriented, as well as the interplay between attention, banner location, banner click and banner recognition.

The authors used a within-subjects design where 100 participants performed two tasks – reading a news and finding where to click next – on a Web page containing three banner ads embedded into the website content. The authors gathered behavioral and eye-tracking data.

Consumers disregard banner ads when they are performing a focused task (reading news). Visual attention paid to the banners while reading – but not while free browsing – and banner location do not impact ad clicking. In addition, it is not necessary to pay full attention to a banner ad to be able to recognize it afterward.

The strategy of embedding banners in the main content of a Web page leads to higher visual attention when consumers are browsing a Web page compared to a focused task (e.g. reading). It also increases ad recognition over time compared to benchmark levels for ads placed in traditional positions.

Previous studies mainly assessed effectiveness of banners located at the top or lateral of a Web page. The authors used eye tracking as an objective measure of visual attention to banner ads embedded in Web page content and behavioral metrics to assess ad interest and measured ad recognition over time.

Investigar cuánta atención visual se presta a los banners publicitarios incrustados en el contenido de una página Web en función de si la tarea del usuario está orientada a un objetivo o no, así como la interacción entre la atención, la ubicación del banner, el clic en el banner y el reconocimiento del banner.

Se utilizó un diseño entre sujetos en el que 100 participantes realizaban dos tareas – leer una noticia y encontrar dónde hacer clic a continuación – en una página Web que contenía tres banners publicitarios incrustados en el contenido del sitio Web. Se recogieron datos conductuales y de seguimiento ocular.

Los consumidores no prestan atención a los banners publicitarios cuando están realizando una tarea concentrada (leer noticias). La atención visual prestada a los banners durante la lectura – pero no durante la navegación libre – y la ubicación de los banners no influyen en el hecho de hacer clic en los anuncios. Además, no es necesario prestar toda la atención a un banner publicitario para poder reconocerlo después.

Los estudios anteriores evaluaban principalmente la eficacia de los banners situados en la parte superior o lateral de una página Web. Nosotros utilizamos el seguimiento ocular como medida objetiva de la atención visual a los banners incrustados en el contenido de la página Web y métricas de comportamiento para evaluar el interés por el anuncio, y medimos el reconocimiento del anuncio a lo largo del tiempo.

La estrategia de incrustar banners en el contenido principal de una página Web aumenta la atención visual de los consumidores cuando navegan por una página Web en comparación con una tarea específica (por ejemplo, leer). También aumenta el reconocimiento del anuncio a lo largo del tiempo en comparación con los niveles de referencia de los anuncios colocados en posiciones tradicionales.

研究用户对嵌入在网页内容中的横幅广告的视觉注意程度, 取决于用户的任务是否以目标为导向, 以及注意、横幅位置、横幅点击和横幅识别之间的相互作用。

我们采用了主体内设计, 100名参与者在一个含有三个嵌入网站内容的横幅广告的网页上执行两项任务–阅读新闻和寻找下一步的点击位置。我们收集了行为和眼球追踪数据。

消费者在执行重点任务（阅读新闻）时忽略了横幅广告。阅读时对横幅广告的视觉关注–而不是自由浏览时–以及横幅广告的位置并不影响广告点击。此外, 不一定要完全注意横幅广告才能在事后认出它。

以前的研究主要评估位于网页顶部或侧面的横幅广告的效果。我们用眼动仪作为对嵌入网页内容的横幅广告的视觉注意力的客观测量, 用行为指标来评估广告的兴趣, 并测量了广告在一段时间内的识别度。

在网页的主要内容中嵌入横幅广告的策略导致消费者在浏览网页时, 与重点任务（如阅读）相比, 视觉注意力更高。与放置在传统位置的广告的基准水平相比, 它也会随着时间的推移增加广告识别度。

This paper aims to unify fragmented definitions of fake news and also present a comprehensive classification of the concept. Additionally, it provides an agenda for future marketing research based on the findings.

A review of 36 articles investigating fake news from 1990 to 2020 was done. In total, 615 papers were found, and the article pool was refined manually in two steps; first, articles were skimmed and scanned for nonrelated articles; second, the pool was refined based on the scope of the research.

The review resulted in a new definition and a collective classification of fake news. Also, the feature of each type of fake news, such as facticity, intention, harm and humor, is examined as well, and a definition for each type is presented.

This extensive study, to the best of the author’s knowledge, for the first time, reviews major definitions and classification on fake news.

Este artículo pretende unificar las definiciones fragmentadas de las noticias falsas y también presentar una clasificación exhaustiva del concepto. Además, ofrece una agenda para futuras investigaciones de marketing basada en los resultados.

Se realizó una revisión de 36 artículos que investigaban las noticias falsas desde 1990 hasta 2020. Se encontraron 615 artículos, y el grupo de artículos se refinó manualmente en dos pasos, primero, se descremaron los artículos y se escanearon los artículos no relacionados, segundo, el grupo se refinó basado en el alcance de la investigación.

La revisión dio como resultado una nueva definición y una clasificación colectiva de las noticias falsas. Además, se examinan las características de cada tipo de noticias falsas, como la facticidad, la intención, el daño y el humor, y se presenta una definición para cada tipo.

este amplio estudio revisa por primera vez las principales definiciones y la clasificación de las noticias falsas.

本文旨在统一假新闻的零散定义, 并对假新闻的概念进行全面的分类。此外, 它还根据本文的研究结果为未来的营销研究提供了一个议程。

对1990年至2020年期间调查假新闻的36篇文章进行了回顾。一共发现了615篇论文, 并分为两步对此文章库进行了人工提炼：首先, 对文章进行略读和扫描以找出非相关文章, 其次, 根据研究范围对文章库进行了提炼。

此次审查导致了对假新闻的新定义和集体分类。此外, 还分析了假新闻的真实性、意图、危害性、幽默性等各种类型的特征, 并给出了各种类型的定义。

此项涉及广泛假新闻内容的研究首次回顾了关于假新闻的主要定义和分类。

Social media has made people better informed but also easier to manipulate. By using literature review and observing social media, the authors found a problem about echo chamber effect. The purpose of this paper is to know how the echo chamber affects the people who consume political news and the role of media diversity in it.

To conduct this study, the authors used a structured questionnaire on the Qualtrics platform to collect data from 183 participants. The authors collected data using a simple random technique. This study is based on the cross-sectional survey; the data collection period is from October to November 2023. The authors used the SPSS software to analyze the relationships between the variables and test the hypothesis.

This study found that, echo chamber is not affected by media diversity. Because of increased political interest, people will be less influenced by echo chambers. In addition, demographic factors affect political interest. People use search engines and social media sites instead of political websites when it comes to the consumption of political news online. People like to communicate with individuals who hold conflicting political views.

Researchers have not yet been able to gain a clear understanding of whether users are in an echo chamber or not and how they are interacting in that environment. Research on this topic is still going on from different perspectives. This study helped to clarify whether or not more media consumption will affect echo chambers. The possibility of being trapped in an echo chamber exists whether we use a single medium or a variety of media. The novelty of this study lies in the use of the echo chamber scale to investigate a thorough understanding of this word through the use of many factors.

Social media allow for observing different aspects of human behaviour, in particular, those that can be evaluated from explicit user expressions. Based on a data set of posts with user opinions collected from social media, this paper aims to show an insight into how the readers of different news portals react to online content. The focus is on users’ emotions about the content, so the findings of the analysis provide a further understanding of how marketers should structure and deliver communication content such that it promotes positive engagement behaviour.

More than 5.5 million user comments to posted messages from 15 worldwide popular news portals were collected and analysed, where each post was evaluated based on a set of variables that represent either structural (e.g. embedded in intra- or inter-message structure) or behavioural (e.g. exhibiting a certain behavioural pattern that appeared in response to a posted message) component of expressions. The conclusions are based on a set of regression models and exploratory factor analysis.

The findings show and theorise the influence of social media content on emotional user engagement. This provides a more comprehensive understanding of the engagement attributed to social media content and, consequently, could be a better predictor of future behaviour.

This paper provides original data analysis of user comments and emotional reactions that appeared on social media news websites in 2018.

To elaborate the nature of fact-checking in the domain of political information by examining how fact-checkers assess the validity of claims concerning the Russo-Ukrainian conflict and how they support their assessments by drawing on evidence acquired from diverse sources of information.

Descriptive quantitative and qualitative content analysis of 128 reports written by the fact-checkers of Snopes – an established fact-checking organisation – during the period of 24 February 2022 – 28 June, 2023. For the analysis, nine evaluation grounds were identified, most of them inductively from the empirical material. It was examined how the fact-checkers employed such grounds while assessing the validity of claims and how the assessments were bolstered by evidence acquired from information sources such as newspapers.

Of the 128 reports, the share of assessments indicative of the invalidity of the claims was 54.7%, while the share of positive ratings was 26.7%. The share of mixed assessments was 15.6%. In the fact-checking, two evaluation grounds, that is, the correctness of information and verifiability of an event presented in a claim formed the basis for the assessment. Depending on the topic of the claim, grounds such as temporal and spatial compatibility, as well as comparison by similarity and difference occupied a central role. Most popular sources of information offering evidence for the assessments include statements of government representatives, videos and photographs shared in social media, newspapers and television programmes.

As the study concentrated on fact-checking dealing with political information about a specific issue, the findings cannot be extended to concern the fact-checking practices in other contexts.

The study is among the first to characterise how fact-checkers employ evaluation grounds of diverse kind while assessing the validity of political information.

The COVID-19 pandemic significantly increased demand for medical and protective equipment by frontline health workers, as well as the general community, causing the supply chain to stretch beyond capacity, an issue further heightened by geographical and political lockdowns. Various 3D printing technologies were quickly utilised by businesses, institutions and individuals to manufacture a range of products on-demand, close to where they were needed. This study gathered data about 91 3D printed projects initiated prior to April 1, 2020, as the virus spread globally. It found that 60% of products were for personal protective equipment, of which 62% were 3D printed face shields. Fused filament fabrication was the most common 3D print technology used, and websites were the most popular means of centralising project information. The project data provides objective, quantitative insight balanced with qualitative critical review of the broad trends, opportunities and challenges that could be used by governments, health and medical bodies, manufacturing organisations and the 3D printing community to streamline the current response, as well as plan for future crises using a distributed, flexible manufacturing approach.

Background: Democratic societies thrive when citizens actively and critically engage with new ideas, developments and claims to truth. Not only can such practices result in more effective choice-making, but they can also lead to widespread support for progressive beliefs, such as social justice. Yet with western societies in the midst of environmental, social and political crises, it seems more pertinent than ever that citizens become “ideas-informed”.

Methods: Drawing on a survey of 1,000 voting age citizens in England, this paper aims to provide insight into the following: (1) the current “state of the nation” in terms of whether, and how, individuals keep themselves up to date with regards to new ideas, developments and claims to truth; (2) the impact of staying up to date on beliefs such as social justice; (3) the factors influencing people’s propensity to stay up to date, their support for value-related statements, as well as the strength of these influencing factors; and (4) clues as to how the extant “state of the nation” might be improved.

Results: Our findings indicate that many people do keep up to date, do so in a variety of ways, and also engage with ideas as mature critical consumers. There is also strong importance attached by most respondents to the values one would hope to see in a progressive and scientifically literate society. Yet, as we illustrate with our structural equation model, there are a number of problematic network and educational related factors which affect: (1) whether and how people stay up to date; and (2) the importance people ascribe to certain social values, irrespective of whether they stay up to date or not.

Conclusions: Suggestions for the types of social intervention that might foster “ideas-informed” democracies (such as improved dialogue) are presented, along with future research in this area.

Since 2015, China has made efforts to reform its intellectual property rights (IPR) system to better protect and stimulate innovation. These reforms are a result of the demand for more stringent intellectual property (IP) protection from China’s domestic, innovative industries and a measure to ease the pressure exerted by its foreign trading partners, particularly against the background of the US-China trade dispute that started at the beginning of 2018. This paper summarizes these reforms and their implications.

This paper combines a variety of sources, including academic articles, government websites, news reports, industry surveys and expert opinions, to offer insights in China’s IPR system and its recent reforms.

This paper summarizes and discusses (1) the state’s law amendments, including the 2015 amendment of the “Law on Promoting the Transformation of Scientific and Technological Achievements”, the second amendment of the “Anti-Unfair Competition Law” with regard to trade secret protection, the fourth amendment of the “Patent Law”, and the legislations and regulations addressing the criticisms of the US administration over China’s so-called “forced” technology transfer policies; (2) the establishment of the specialized IP courts and tribunals since 2014; (3) the restructuring of the State IP Office; and (4) the issuing of an “Outline for Building an IPR Powerhouse (2021–2035)”.

This paper highlights China’s efforts to make its IPR system stronger and more just. It also discusses international observers’ reactions and pinpoints specific areas for further improvement.

Given that online search visibility is influenced by various determinants, and that influence may vary across industries, this study aims in investigating the major predictors of online search visibility in the context of blood banks.

To formalize the online visibility, the authors have found theoretical foundations in activity theory, while to quantify online visiblity the authors have used the search engine optimization (SEO) Index, ranking, and a number of visitors. The examined model includes ten hypotheses and was tested on data from 57 blood banks.

Results challenge shallow domain knowledge. The major predictors of online search visibility are Alternative Text Attribute (ALT) text, backlinks, robots, domain authority (DA) and bounce rate (BR). The issues are related to the number of backlinks, social score, and DA. Polarized utilization of SEO techniques is evident.

The methodology can be used to analyze the online search visibility of other industries or similar not-for-profit organizations. Findings in terms of individual predictors can be useful for marketers to better manage online search visibility.

The acute blood donation problems may be to a certain degree level as the information flow between donors and blood banks will be facilitated.

This is the first study to analyze the blood bank context. The results provide invaluable inputs to marketers, managers, and policymakers.

To elaborate the picture of credibility assessment by examining how participants of online discussion evaluate the informational credibility of conspiracy theories.

Descriptive quantitative analysis and qualitative content analysis of 2,663 posts submitted to seven Reddit threads discussing a conspiracy operation, that is, the damage of the Nord Stream gas pipelines in September 2022. It was examined how the participants of online discussion assess the credibility of information constitutive of conspiracy theories speculating about (1) suspected actors responsible for the damage, (2) their motives and (3) the ways in which the damage was made. The credibility assessments focussed on diverse sources offering information about the above three factors.

The participants assessed the credibility of information by drawing on four main criteria: plausibility of arguments, honesty in argumentation, similarity to one's beliefs and provision of evidence. Most assessments were negative and indicated doubt about the informational believability of conspiracy theories about the damage. Of the information sources referred to in the discussion, the posts submitted by fellow participants, television programmes and statements provided by governmental organizations were judged most critically, due to implausible argumentation and advocacy of biased views.

As the study focuses on a sample of posts dealing with conspiracy theories about a particular event, the findings cannot be generalized to concern the informational credibility conspiracy narratives.

The study pioneers by providing an in-depth analysis of the nature of credibility assessments by focussing on information constitutive of conspiracy theories.