Matthias Rothensee presented three social media studies!

On April 23, 2025, our eye square expert Matthias Rothensee presented three of our social media studies and their results at the “Social Media Drives Sales” webinar. The studies were three newly published eye square studies from 2024 that analyzed the significant effect of social media ads on customer buying behavior and the reasons for this success. The following studies were presented during the webinar.

1. In this study, the Snapchat platform was examined in particular. The study indicated that ads from content creators generate revenue on various platforms.

2. The second study showed the long-term consequences of advertising measures in social media on sales figures.

3. In the third study, causality was investigated using eye-tracking technology on mobile devices. The results of this study showed that the probability of subsequent purchases increases significantly when advertisements on platforms such as TikTok and other similar social media receive more attention from users.