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- David Juárez-Varón Universitat Politècnica de València, Spain
Universitat Politècnica de València, Spain
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- Manuel Ángel Juárez-Varón Universitat Politècnica de València, Spain
Universitat Politècnica de València, Spain
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International Journal of Software Science and Computational IntelligenceVolume 16Issue 1Apr 2024pp 1–26https://doi.org/10.4018/IJSSCI.342127
Published:15 May 2024Publication History
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International Journal of Software Science and Computational Intelligence
Volume 16, Issue 1
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Abstract
This work addresses a research gap in digital marketing by attempting to compare the effort in achieving the best organic search engine ranking with the effort in providing the best user experience in web navigation. The objective is to validate companies' efforts in the digital world, and the study is focused on the toy sector in Spain, specifically on the Google search engine, measuring the user experience in web browsing through neuromarketing biometrics. The top 30 results for each Google search were collected for the 638 keywords related to toys in Spain. Subsequently, the three best-positioned websites for the Google search results were determined, and their user experience was measured using neuromarketing biometrics, triangulated with qualitative research. This approach allows for contrasting brand authority in the digital world (visibility in a search) with the user experience in navigation (trust and ease of purchase decision-making). Results indicate that the best-positioned websites do not necessarily correspond to the best web navigation experiences.
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Published in
International Journal of Software Science and Computational Intelligence Volume 16, Issue 1
Apr 2024
26 pages
ISSN:1942-9045
EISSN:1942-9037
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Copyright © 2024
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- Published: 15 May 2024
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- Digital Marketing
- SEO
- UX
- Neuromarketing
- Organic Positioning
- Web Usability
- User Experience
- Toy
Qualifiers
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