Abstract:

Consumer and media landscape in the UAE is changing like never before and technology is paving the way for this smart evolution. Today, consumers are more connected and they experience brands and products from a completely different perspective with digital media playing a critical role in their shopping journey. This is also evident from the exponentially increasing spends on digital media. However, today very limited information is available on how shoppers interact with brands and categories online and how their experience shapes the purchase process. Such information is imperative for marketers to make critical decisions on their brand’s digital strategy. This study would address these big questions using a behavioral approach through biometric tools and techniques (Eye tracking).