GIF marketing, the new digital trend


About the research

We have all seen or sent GIFs, with or without a cat in the leading role. GIFs are also popping up more and more in advertising. Lana Mulier (Ghent University) investigates whether such GIF marketing is effective. Does it prompt us to make impulse buys online? 🛒 💵

Lana Mulier

Fascinated by how consumers think, feel and act, Lana Mulier explores consumer behavior in the digital world. With a background in communication sciences and a strong interest in evolutionary consumer psychology, her PhD research at UGent focuses on the impact of visual motion techniques on marketing effectiveness. She looks into consumers’ cognitive, emotional and behavioral reactions to motion in new digital marketing trends, such as GIF marketing and mobile video marketing.

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