Eye Tracker Technology in Sports Sponsorship Research

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Author(s): Ho Keat Leng (Nanyang Technological University, Singapore)and Philip Phua (Nanyang Technological University, Singapore)
Copyright: 2021
Pages: 8
Source title: Encyclopedia of Organizational Knowledge, Administration, and Technology
Source Author(s)/Editor(s): Mehdi Khosrow-Pour D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-7998-3473-1.ch157

Keywords: Administration & Leadership / Business & Management / Business and Organizational Research / Business Science Reference

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Abstract

Sports sponsorship is a common marketing strategy for many commercial organisations. There has been an interest in examining the effectiveness of this strategy particularly in terms of the recall rate of sponsored brands. In recent years, eye trackers have been employed to provide deeper insights in sports sponsorship research. The aim of this paper is to provide an overview of the potential contributions and methodological challenges in the use of eye trackers in sports sponsorship research. The paper will conclude with a discussion on the future directions of sports sponsorship research.

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Eye Tracker Technology in Sports Sponsorship Research

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