Investigation of the visual and message effects of social marketing images with Eye Tracking method within the scope of human-computer interaction

Social marketing is a field that uses marketing techniques aimed at achieving socially desirable results (Dos Santos et al., 2015: 39). Social marketing generally aims to promote various positive behaviors such as mass media advertisements that alert the target audience to social events. Eye Tracking studies can contribute to the improvement of these ads by analyzing their messages and the behavior of their target audiences. Efforts to understand the difference between visual attention within the target audience would be a great potential field of study for Eye Tracking. Eye tracking has a long history in medical and psychological research as a tool for recording and studying visual behavior. Following recent technological advances and the advent of affordable eye trackers, there is a growing interest in pervasive attention-aware systems and interfaces that have the potential to revolutionize mainstream human technology interaction. The purpose of this research; It is the determination of the visual and message effect of the social marketing themed visuals prepared by the United Nations. In this direction, it was aimed to determine the level of interest of volunteer participants towards images with social messages. Thus, it was aimed to determine where the volunteer participants focused on, where they concentrated more while looking at the images, and to determine the message and visual effect of the images. Various inferences were made by interpreting the real-time data obtained from the volunteer participants with the Eye Tracking device.