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Purpose This paper aims to analyze advertising effectiveness in terms of self-reported memory (recall) by measuring customers’ visual attention, including consumer engagement with e-tourism 2.0 tools and the banner type used as moderating variables. Design/methodology/approach Data were collected through a within-subject, between-groups experimental design based on eye-tracking methodology, followed by a self-administered questionnaire. Participants were instructed to visit three e-tourism tools, namely, a hotel’s blog, a social network (i.e. Facebook) page and a virtual community (i.e. TripAdvisor) page. Findings This research uncovers the main determinants of consumers’ self-reported recall of banner ads. The study offers empirical insight regarding the positive impact of fixation counts and visit duration on consumer recall. The findings also reveal that the impact of these measurements on consumer recall is moderated by the level of animation of the advertisement, while the number of fixations is moderated by the level of consumer engagement. Overall, the results suggest the usefulness of eye-tracking methodology in assessing the advertising effectiveness of e-tourism tools. Research limitations/implications The practical implications identified in this research, along with its limitations and future research opportunities, are of interest both for further theoretical development and practical applications. Scholars are therefore encouraged to further test the research propositions, including in longitudinal or mobile/smartphone-based research. Originality/value The authors offer a pioneering attempt in the application of eye-tracking methodology to online, e-tourism-based service innovations and examine the possible impact of visual marketing stimuli and their effects on user social network-related behavior.

Purpose Approaches based on social marketing have led to the proposal of systemic interventions to achieve individual behaviour that takes into account the benefits for society as a whole. The use of plastics is having significant negative effects on the environment and so numerous policies such as the use of biodegradable packaging, have been implemented to ensure sustainable production and consumption patterns (Sustainable Development Goal 12). This paper aims to analyse the background factors that explain consumer intention to use bioplastics with the aim of guiding company and government social marketing campaigns designed to encourage such behaviour. Design/methodology/approach To gather data, a survey was carried out using a sample of 3,612 people obtained via an online panel made up of participants over 18 years of age. The model and its hypotheses were tested by structural equations with the PLS technique using six independent variables obtained from the literature review. Findings The results of the variables “attitude towards bioplastics”, “subjective norms” and “activity to reduce plastic use” show a significant influence on intention to use bioplastics. This paper will also discuss the implications for governments and environmental managers to be taken into account when developing social marketing campaigns. Social implications Given the importance of perceived social pressure in terms of behaviour regarding the use of recyclable bioplastics, social marketing campaigns may be developed to encourage environmentally-responsible behaviour amongst different social agents such as consumers, businesses, governmental organisations and suppliers. Originality/value This study demonstrates the factors that explain intentions to use bioplastics, which until now had been subject to very little research.

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ResumenLa finalidad del presente estudio es analizar el tipo de navegación que se realiza en las herramientas Travel 2.0 (blog de viajes, perfil en red social y en comunidad virtual de viajeros) así como la eficacia publicitaria de un banner ubicado en ellas. Para la consecución de estos objetivos se creó un diseño experimental con diferentes métricas oculares y un cuestionario autoadministrado que cada sujeto debía cumplimentar al término de cada prueba. Los resultados del estudio revelan lo siguiente: i) el patrón de visualización de los usuarios depende de la herramienta Travel 2.0 utilizada, ii) la no existencia de ceguera al banner comprobándose además que la edad y la experiencia afectan a la atención visual, y se demostró una mayor eficacia en el caso de Facebook y, por último, ii) las medidas de atención mediante eye-tracking y de recuerdo auto-informado difieren ligeramente entre sí.Palabras clave: Banner, eye-tracking, ceguera al banner, recuerdo, Travel 2.0 tools. AbstractThe goal of this study is to analyze the type of navigation used with Travel 2.0 tools (travel blogs, profiles on social networks and online travel communities), as well as the advertising efficacy of a banner on said sites. In order to achieve these objectives, an experimental design with different eye metrics and a self-administered questionnaire that each subject must complete at the end of each test. The results of this study reveal the following: i) the users' viewing patterns depend on the Travel 2.0 tool used, ii) the not existence of banner blindness in each Travel 2.0 tool, the age and experience affect to the visual attention and greater advertising efficacy was demonstrated in the case of Facebook and, finally, iii) the eye-tracking based attention measures differ slightly from measures of self-reported memory.Keywords: Banner, eye-tracking, banner blindness, memory, Travel 2.0 tools. IntroducciónEn los últimos años los medios de comunicación han cambiado considerablemente y como consecuencia ha aparecido un nuevo mundo online de colaboración y comunicación: la Web 2.0 (Cheung, Chiu, & Lee, 2011). El consumidor de hoy en día está más conectado que nunca, con más accesos y con una participación más activa y profunda en el contenido . Este desarrollo de la Web ha afectado por un lado, a los distintos sectores de actividad, entre los que se encuentra el sector turístico, dando lugar a las denominadas herramientas Travel 2.0 (Mendes-Filho & Tan, 2008;Muñoz-Leiva, Hernández-Méndez, & Sánchez-Fernández, 2012;Hernández-Méndez, Muñoz-Leiva & Sánchez-Fernández, 2015). Estas herramientas (blogs de viajes, redes sociales de viajes, foros, etc.) permiten al turista adoptar un papel más activo a la hora de decidir y preparar sus viajes, y además ayudar al resto de viajeros a formarse una imagen previa del destino que van a visitar (Muñoz-Leiva et al., 2012). Por tanto, las empresas turísticas necesitan integrar este tipo de herramientas, cuyo contenido es generado por los usuarios, en sus propias estrategias de marketing (Öz, 2014).Por...