The science of engagement: Understand emotional reaction and engagement to content-led marketing
Sally Wu, Andrew Tenzer and Patrick Fagan
Preface
How do consumers engage with different forms of content online? How engaged are users to various forms of native content, which is now an $8 billion industry? Does the same piece of content incite different reactions from readers in Singapore vs. Australia? BBC's 'Science of Engagement' research aims to provide answers to the burning questions marketers have been asking for years. The research combines traditional methods with neuro-science techniques to evaluate the effectiveness of user engagement with various forms of...