Document Type : Review Article
Author
Ph.D candidate of Business Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
Abstract
This research aims to develop an advertising policy model in digital marketing based on using eye tracking. The research method is qualitative and based on grounded theory. Semi-structured interviews were used to collect information, and data analysis was done using the Strauss and Corbin method and the paradigm model. Sampling was theoretical sampling by targeted (judgmental) techniques, based on which 15 interviews were conducted with managers and marketing and advertising experts. The results of the analysis of the data obtained from the interviews during the process of open, central, and selective coding led to the creation of an advertising policy model using eye tracking based on the grounded theory. The findings indicate that for the success of the advertising policy using eye tracking, managers should pay attention to all the categories and subcategories identified in this research and have the necessary and sufficient information about each of them.
Keywords: Digital Marketing , Advertisement, Policy, Eye Tracking.
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