Navigating Consumer Minds: A Neuromarketing Perspective on Employer Branding in the IT Industry using Eye-Tracking

Navigating Consumer Minds: A Neuromarketing Perspective on Employer Branding in the IT Industry using Eye-Tracking

This research explores the effectiveness of employer branding campaigns within the IT industry through an eye-tracking analysis of the visual engagement of potential employees. The study tries to figure out what resonates in terms of branding through messages or images and, later, influences decisio...

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Bibliographic Details
Main Authors: Mariana-Alina CRUCEANĂ, Mihaela CONSTANTINESCU, Laura-Daniela ROȘCA
Format: Article
Language:English
Published: The Bucharest University of Economic Studies Publishing House 2025-04-01
Series:Journal of Emerging Trends in Marketing and Management
Subjects:
eye-tracking
employer branding
it industry
visual engagement
Online Access:https://www.etimm.ase.ro/RePEc/aes/jetimm/2024/JETIMM_V04_2024_115.pdf
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