Eye Cannot Lie! Validating Effectiveness of Muslimah Fashion Brand Content Marketing: Evidence from Eye Tracker Data

Rosidah Musa
Institute of Business Excellence (IBE), Universiti Teknologi MARA,

Janiffa Saidon, Nur Syakirah Ahmad
Faculty of Business and Management, Universiti Teknologi MARA


This paper contributes to content marketing research by identifying the content attributes that attract consumers’ visual attention. An exploratory study about content marketing was carried out to obtain what are the attributes that the firm need to consider when putting their content into a social media platform to promote their products. The content marketing in this study consists of photos and videos for Muslimah fashion of Brand X. To generate the result of content marketing attributes, the researchers have deployed eye-tracking device in this study to find what the eye fixation that leads to the attributes. Findings suggest that the firm need to consider about few contents that lead to most visual attention like models’ face, products and product information that affect the consumers’ attention. Through the heat map results, it reveals that the models’ faces that attract the most attention compared to the product sold. Thus, this study found an important implication by creating effective content marketing that can attract consumers to buy the products.

Keywords: Content marketing, Social media, Visual attention, Eye-Tracking, Muslimah fashion