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Online Facial Symmetry and Achieving Success in a Digital Entrepreneurship World
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Author(s): Spoaller F. Dorin (Babeș-Bolyai University, Romania)
Copyright: 2017
Pages: 13
Source title:
Digital Entrepreneurship and Global Innovation
Source Author(s)/Editor(s): Ioan Hosu (Babeș-Bolyai University, Romania)and Ioana Iancu (Babeș-Bolyai University, Romania)
DOI: 10.4018/978-1-5225-0953-0.ch012
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Abstract
The second most used page on a newly found website from which a client might buy an item is the ABOUT US page. Using real images of real employees has an overall positive effect on the outcome of that visit. However, it is not always as simple as that. Subtle differences in the content of the pictures may have more of an impact than previously thought. Online advertising has long been considered as a media where creativity is not needed, with the advertising agencies focusing on a few basic rules for displaying ads: call to action, numbers, colors, human figures or symbols and so on. The results are analyzed only on their conversion rate value, this being one of the main reasons why online advertising is being regarded as the future of advertising worldwide. This study is focusing on the Click Through Rate (CTR) impact of different ads using different Facial Symmetry Indices (FSI) on the human figures used. The hypothesis proposed is that a person with a higher FSI, noticeable only at a subconscious level, will generate more clicks on an online ad.
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