Short answer
Prioritize and visually highlight user-generated content, as it appears to capture more attention and influence decisions differently than marketer-generated content.
- Field
- User-Centred Design
- Source
- Information Systems Frontiers (2020)
- Method
- Mixed Methods (Eye-tracking study combined with semi-structured interviews)
- Sample
- 23 participants
- Evidence
- Moderate effect
Users exhibit different visual attention and cognitive processing behaviors when evaluating marketer-generated content (MGC) versus user-generated content (UGC) on social commerce platforms, impacting product selection. This user-centred design research insight is drawn from a 2020 study published in Information Systems Frontiers. Using Mixed methods (eye-tracking study combined with semi-structured interviews) with 23 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize and visually highlight user-generated content, as it appears to capture more attention and influence decisions differently than marketer-generated content.
Eye-tracking reveals distinct user engagement patterns for marketer vs. user-generated content in social commerce
Users exhibit different visual attention and cognitive processing behaviors when evaluating marketer-generated content (MGC) versus user-generated content (UGC) on social commerce platforms, impacting product selection.
Information Systems Frontiers · 2020
Key Findings
- 01Significant differences in visual attention and engagement were observed between selected and eliminated products.
- 02Distinct patterns of cognitive processing and observation emerged based on the type (MGC vs. UGC) and format (informational vs. normative) of content.
- 03User interviews provided qualitative depth, explaining the emotional states and detailed processes influencing consumer choices.
Application
Design takeaway
Prioritize and visually highlight user-generated content, as it appears to capture more attention and influence decisions differently than marketer-generated content.
How to apply
When designing social commerce features, consider A/B testing different layouts that emphasize UGC (e.g., reviews, testimonials) versus MGC (e.g., product descriptions, official ads) to see which performs better for your target audience.
Project actions
- 01Consider using eye-tracking technology if possible to objectively measure user attention.
- 02Combine quantitative data (like gaze duration) with qualitative data (like interview responses) for a richer understanding of user behavior.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Combines objective eye-tracking data with subjective interview data for a comprehensive understanding.
- +Investigates a relevant and growing area of e-commerce (social commerce).
Limitations
The specific social commerce context might not apply to all e-commerce scenarios. The emotional responses observed might be influenced by individual user personalities.
Reliability & validity
The use of eye-tracking provides objective measures of attention, enhancing the reliability of findings related to visual engagement. The mixed-methods approach, combining quantitative eye-tracking with qualitative interviews, strengthens the validity by providing both behavioral data and user explanations.
Think critically
To what extent do cultural differences or platform-specific design conventions influence the observed differences in user engagement with MGC and UGC?
Design Principles
"Content type significantly influences user attention and cognitive load; design interfaces to leverage these differences for improved user experience."
Understanding how users visually process and cognitively engage with different content types is crucial for designing effective social commerce interfaces and marketing strategies. This insight can inform the placement, presentation, and prioritization of MGC and UGC to optimize user decision-making and conversion rates.
What This Means for Your Design
When people shop online using social media, they look at and think about information from the company differently than information from other shoppers. This affects whether they decide to buy something.
How to use in your project
- 1.You can use this research to justify why you are focusing on specific types of content (e.g., user reviews) in your design project's user research or testing phases.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that user-generated content (UGC) on social commerce platforms elicits distinct visual attention and cognitive processing patterns compared to marketer-generated content (MGC). Studies employing eye-tracking have shown that users exhibit differential engagement with these content types, influencing their product selection decisions. This suggests that design choices regarding the prominence and presentation of UGC versus MGC can significantly impact user experience and purchasing behavior.
Source
Information Systems Frontiers
Seeking Information on Social Commerce: An Examination of the Impact of User- and Marketer-generated Content Through an Eye-tracking Study
journal · 2020
View sourceQuestions About This Research
- What does the research say about eye-tracking reveals distinct user engagement patterns for marketer vs. user-generated content in social commerce?
- Prioritize and visually highlight user-generated content, as it appears to capture more attention and influence decisions differently than marketer-generated content. Evidence: Information Systems Frontiers (2020).
- Why does "Eye-tracking reveals distinct user engagement patterns for marketer vs. user-generated content in social commerce" matter for design?
- Understanding how users visually process and cognitively engage with different content types is crucial for designing effective social commerce interfaces and marketing strategies. This insight can inform the placement, presentation, and prioritization of MGC and UGC to optimize user decision-making and conversion rates.
- How can designers apply this research?
- Prioritize and visually highlight user-generated content, as it appears to capture more attention and influence decisions differently than marketer-generated content.
- What were the main findings?
- Significant differences in visual attention and engagement were observed between selected and eliminated products.. Distinct patterns of cognitive processing and observation emerged based on the type (MGC vs. UGC) and format (informational vs. normative) of content.. User interviews provided qualitative depth, explaining the emotional states and detailed processes influencing consumer choices.
- What research method was used?
- Mixed Methods (Eye-tracking study combined with semi-structured interviews) with 23 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2020 journal from Information Systems Frontiers.
- What should I do differently in my next project?
- When designing social commerce features, consider A/B testing different layouts that emphasize UGC (e.g., reviews, testimonials) versus MGC (e.g., product descriptions, official ads) to see which performs better for your target audience.
- What are the limitations?
- The study's findings may be specific to the particular social commerce platforms and product categories examined. The sample size is relatively small, limiting generalizability.