{"id":"https://openalex.org/W4403765470","doi":"https://doi.org/10.3390/bdcc8110144","title":"AI-Powered Eye Tracking for Bias Detection in Online Course Reviews: A Udemy Case Study","display_name":"AI-Powered Eye Tracking for Bias Detection in Online Course Reviews: A Udemy Case Study","publication_year":2024,"publication_date":"2024-10-25","ids":{"openalex":"https://openalex.org/W4403765470","doi":"https://doi.org/10.3390/bdcc8110144"},"language":"en","primary_location":{"id":"doi:10.3390/bdcc8110144","is_oa":true,"landing_page_url":"https://doi.org/10.3390/bdcc8110144","pdf_url":"https://www.mdpi.com/2504-2289/8/11/144/pdf?version=1729853606","source":{"id":"https://openalex.org/S4210238752","display_name":"Big Data and Cognitive Computing","issn_l":"2504-2289","issn":["2504-2289"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Big Data and Cognitive Computing","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/2504-2289/8/11/144/pdf?version=1729853606","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5086841342","display_name":"Hedda Martina \u0160ola","orcid":"https://orcid.org/0000-0003-1495-3606"},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Hedda Martina \u0160ola","raw_affiliation_strings":["Institute for Neuromarketing & Intellectual Property, Jurja Ves III spur no 4, 10000 Zagreb, Croatia","Oxford Centre For Applied Research and Entrepreneurship (OxCARE), Oxford Business College, 65 George Street, Oxford OX1 2BQ, UK"],"affiliations":[{"raw_affiliation_string":"Institute for Neuromarketing & Intellectual Property, Jurja Ves III spur no 4, 10000 Zagreb, Croatia","institution_ids":[]},{"raw_affiliation_string":"Oxford Centre For Applied Research and Entrepreneurship (OxCARE), Oxford Business College, 65 George Street, Oxford OX1 2BQ, UK","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5037075090","display_name":"Fayyaz Hussain Qureshi","orcid":"https://orcid.org/0000-0003-1305-9493"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Fayyaz Hussain Qureshi","raw_affiliation_strings":["Oxford Business College, 65 George Street, Oxford OX1 2BQ, UK"],"affiliations":[{"raw_affiliation_string":"Oxford Business College, 65 George Street, Oxford OX1 2BQ, UK","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5078228033","display_name":"Sarwar Khawaja","orcid":"https://orcid.org/0009-0004-7792-4794"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Sarwar Khawaja","raw_affiliation_strings":["Oxford Business College, 65 George Street, Oxford OX1 2BQ, UK"],"affiliations":[{"raw_affiliation_string":"Oxford Business College, 65 George Street, Oxford OX1 2BQ, UK","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5086841342"],"corresponding_institution_ids":[],"apc_list":{"value":1400,"currency":"CHF","value_usd":1515},"apc_paid":{"value":1400,"currency":"CHF","value_usd":1515},"fwci":2.4583,"has_fulltext":true,"cited_by_count":7,"citation_normalized_percentile":{"value":0.9070188,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":98,"max":99},"biblio":{"volume":"8","issue":"11","first_page":"144","last_page":"144"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10664","display_name":"Sentiment Analysis and Opinion Mining","score":0.9721999764442444,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T10664","display_name":"Sentiment Analysis and Opinion Mining","score":0.9721999764442444,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T11122","display_name":"Online Learning and Analytics","score":0.9279999732971191,"subfield":{"id":"https://openalex.org/subfields/1706","display_name":"Computer Science Applications"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/course","display_name":"Course (navigation)","score":0.7821812629699707},{"id":"https://openalex.org/keywords/eye-tracking","display_name":"Eye tracking","score":0.5428389310836792},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.5331810116767883},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.4950698912143707},{"id":"https://openalex.org/keywords/tracking","display_name":"Tracking (education)","score":0.4554121792316437},{"id":"https://openalex.org/keywords/computer-vision","display_name":"Computer vision","score":0.40013301372528076},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.3314482867717743},{"id":"https://openalex.org/keywords/engineering","display_name":"Engineering","score":0.1924702525138855},{"id":"https://openalex.org/keywords/pedagogy","display_name":"Pedagogy","score":0.059246957302093506}],"concepts":[{"id":"https://openalex.org/C2777552389","wikidata":"https://www.wikidata.org/wiki/Q1962728","display_name":"Course (navigation)","level":2,"score":0.7821812629699707},{"id":"https://openalex.org/C56461940","wikidata":"https://www.wikidata.org/wiki/Q970687","display_name":"Eye tracking","level":2,"score":0.5428389310836792},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.5331810116767883},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4950698912143707},{"id":"https://openalex.org/C2775936607","wikidata":"https://www.wikidata.org/wiki/Q466845","display_name":"Tracking (education)","level":2,"score":0.4554121792316437},{"id":"https://openalex.org/C31972630","wikidata":"https://www.wikidata.org/wiki/Q844240","display_name":"Computer vision","level":1,"score":0.40013301372528076},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.3314482867717743},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.1924702525138855},{"id":"https://openalex.org/C19417346","wikidata":"https://www.wikidata.org/wiki/Q7922","display_name":"Pedagogy","level":1,"score":0.059246957302093506},{"id":"https://openalex.org/C146978453","wikidata":"https://www.wikidata.org/wiki/Q3798668","display_name":"Aerospace engineering","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/bdcc8110144","is_oa":true,"landing_page_url":"https://doi.org/10.3390/bdcc8110144","pdf_url":"https://www.mdpi.com/2504-2289/8/11/144/pdf?version=1729853606","source":{"id":"https://openalex.org/S4210238752","display_name":"Big Data and Cognitive Computing","issn_l":"2504-2289","issn":["2504-2289"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Big Data and Cognitive Computing","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:58c36cc8fa9b4f14a4ff6feb8089d50d","is_oa":true,"landing_page_url":"https://doaj.org/article/58c36cc8fa9b4f14a4ff6feb8089d50d","pdf_url":null,"source":{"id":"https://openalex.org/S112646816","display_name":"SHILAP Revista de lepidopterolog\u00eda","issn_l":"0300-5267","issn":["0300-5267","2340-4078"],"is_oa":true,"is_in_doaj":true,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Big Data and Cognitive Computing, Vol 8, Iss 11, p 144 (2024)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/bdcc8110144","is_oa":true,"landing_page_url":"https://doi.org/10.3390/bdcc8110144","pdf_url":"https://www.mdpi.com/2504-2289/8/11/144/pdf?version=1729853606","source":{"id":"https://openalex.org/S4210238752","display_name":"Big Data and Cognitive Computing","issn_l":"2504-2289","issn":["2504-2289"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Big Data and Cognitive Computing","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4403765470.pdf","grobid_xml":"https://content.openalex.org/works/W4403765470.grobid-xml"},"referenced_works_count":65,"referenced_works":["https://openalex.org/W183573148","https://openalex.org/W1932564131","https://openalex.org/W2068803646","https://openalex.org/W2169621740","https://openalex.org/W2401464507","https://openalex.org/W2572830005","https://openalex.org/W2913906770","https://openalex.org/W2991965841","https://openalex.org/W3035269559","https://openalex.org/W3042396785","https://openalex.org/W3113495192","https://openalex.org/W3164354308","https://openalex.org/W3174398324","https://openalex.org/W3204660666","https://openalex.org/W3209764526","https://openalex.org/W3211480953","https://openalex.org/W4200334382","https://openalex.org/W4210653754","https://openalex.org/W4220910727","https://openalex.org/W4221044777","https://openalex.org/W4225139287","https://openalex.org/W4229458896","https://openalex.org/W4282838628","https://openalex.org/W4283695379","https://openalex.org/W4285745261","https://openalex.org/W4296610240","https://openalex.org/W4308259541","https://openalex.org/W4308317911","https://openalex.org/W4310183163","https://openalex.org/W4311804903","https://openalex.org/W4312089253","https://openalex.org/W4312190673","https://openalex.org/W4312270213","https://openalex.org/W4313441539","https://openalex.org/W4322620053","https://openalex.org/W4377138098","https://openalex.org/W4377224436","https://openalex.org/W4378639840","https://openalex.org/W4385304191","https://openalex.org/W4385394510","https://openalex.org/W4386711219","https://openalex.org/W4387461269","https://openalex.org/W4388269499","https://openalex.org/W4389040752","https://openalex.org/W4389107877","https://openalex.org/W4391945514","https://openalex.org/W4392943558","https://openalex.org/W4394881838","https://openalex.org/W4394890874","https://openalex.org/W4394960733","https://openalex.org/W4399202555","https://openalex.org/W4399394188","https://openalex.org/W4399397095","https://openalex.org/W4400986394","https://openalex.org/W4401321512","https://openalex.org/W4401884944","https://openalex.org/W6809912316","https://openalex.org/W6839665509","https://openalex.org/W6846134913","https://openalex.org/W6852476172","https://openalex.org/W6855337011","https://openalex.org/W6857922481","https://openalex.org/W6858545601","https://openalex.org/W6864149890","https://openalex.org/W6869450642"],"related_works":["https://openalex.org/W2772917594","https://openalex.org/W2036807459","https://openalex.org/W2058170566","https://openalex.org/W2755342338","https://openalex.org/W2166024367","https://openalex.org/W3116076068","https://openalex.org/W2229312674","https://openalex.org/W2951359407","https://openalex.org/W2079911747","https://openalex.org/W1969923398"],"abstract_inverted_index":{"The":[0,160],"rapid":[1],"growth":[2],"of":[3,8,28,39,102,190],"e-learning":[4],"increased":[5],"the":[6,26,80,99,130,133,187],"use":[7],"digital":[9,168],"reviews":[10,44,104],"to":[11,24,73,87,97,176],"influence":[12],"consumer":[13,134],"purchases.":[14],"In":[15],"a":[16,113],"pioneering":[17],"approach,":[18],"we":[19],"employed":[20],"AI-powered":[21],"eye":[22,142],"tracking":[23,143],"evaluate":[25],"accuracy":[27],"predictions":[29],"in":[30,167,186,194],"forecasting":[31],"purchasing":[32,92],"patterns.":[33],"This":[34],"study":[35,161],"examined":[36],"customer":[37],"perceptions":[38],"negative,":[40],"positive,":[41],"and":[42,51,65,79,85,156],"neutral":[43],"by":[45,124],"analysing":[46],"emotional":[47],"valence,":[48],"review":[49,71,181],"content,":[50],"perceived":[52],"credibility.":[53],"We":[54,109,151],"measured":[55],"\u2018Attention\u2019,":[56],"\u2018Engagement\u2019,":[57],"\u2018Clarity\u2019,":[58],"\u2018Cognitive":[59],"Demand\u2019,":[60],"\u2018Time":[61],"Spent\u2019,":[62],"\u2018Percentage":[63],"Seen\u2019,":[64],"\u2018Focus\u2019,":[66],"focusing":[67],"on":[68,77,105,132,180],"differences":[69],"across":[70],"categories":[72],"understand":[74],"their":[75],"effects":[76],"customers":[78],"correlation":[81],"between":[82],"these":[83],"metrics":[84],"navigation":[86],"other":[88],"screen":[89],"areas,":[90],"indicating":[91],"intent.":[93],"Our":[94],"goal":[95],"was":[96,127],"assess":[98],"predictive":[100],"power":[101],"online":[103],"future":[106],"buying":[107],"behaviour.":[108],"selected":[110],"Udemy":[111],"courses,":[112],"platform":[114],"with":[115,129],"over":[116],"70":[117],"million":[118],"learners.":[119],"Predict":[120],"(version":[121],"1.0.),":[122],"developed":[123],"Stanford":[125],"University,":[126],"used":[128],"algorithm":[131],"neuroscience":[135],"database":[136],"(n":[137],"=":[138],"180,000)":[139],"from":[140],"Tobii":[141,146],"(Tobii":[144],"X2-30,":[145],"Pro":[147],"AB,":[148],"Danderyd,":[149],"Sweden).":[150],"utilised":[152],"R":[153],"programming,":[154],"ANOVA,":[155],"t-tests":[157],"for":[158,174],"analysis.":[159],"concludes":[162],"that":[163],"AI":[164,192],"neuromarketing":[165],"techniques":[166],"feedback":[169],"analysis":[170],"offer":[171],"valuable":[172],"insights":[173],"educators":[175],"tailor":[177],"strategies":[178],"based":[179],"susceptibility,":[182],"thereby":[183],"sparking":[184],"interest":[185],"innovative":[188],"possibilities":[189],"using":[191],"technology":[193],"neuromarketing.":[195]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":5}],"updated_date":"2026-03-25T14:56:36.534964","created_date":"2025-10-10T00:00:00"}