Visual attention to brand logos in s-commerce: the influence of top-down cognitive factors

This study investigates the role of logotypes in advertising effectiveness on s-commerce platforms, focusing on consumers’ visual attention to fashion-brand wordmarks and combination marks, that is, visual representations of the brand (VRBs). The research employs eye-tracking and a self-administered questionnaire to examine users’ engagement with VRBs on Instagram mobile. Specifically, the study analyses how attention to branding is influenced by certain user characteristics: gender, employment status, and prior experience with s-commerce tools. Additionally, perceived ease of use of the e-commerce app acts as a control variable in consumer interaction with branded content. The findings reveal that different ‘top-down’ factors – gender, employment status, and prior s-commerce experience – significantly influence how consumers visually engage with brand logos, according to the dual-stage two-phase (DSTP) model. Importantly, the results suggest that certain population segments should not be overlooked in advertising strategies, as they may respond differently but meaningfully to branding stimuli. These findings provide practical implications for fashion retailers seeking to tailor advertising strategies and improve audience engagement. Moreover, the study contributes to research on VRB effectiveness in digital environments and proposes future directions. The results underscore the strategic role of logotype design and visual branding in optimising consumer engagement on s-commerce platforms.