• No results found

When and whom to retarget?

N/A
N/A
Info
Downloaden
Protected

Academic year: 2021

Share "When and whom to retarget?"

Copied!
9
0
0

Bezig met laden.... (Bekijk nu de volledige tekst)

Download het nu ( 9 pagina )

Hele tekst

(1)

When and whom to retarget?

Tienke van Dijk Master Thesis

Msc Marketing Management & Intelligence First supervisor: Prof. dr. P.C. Verhoef

(2)

Introduction (1)

• Growing popularity of banner advertising  hard to stand out from the advertising clutter

• Solution to recent surge in online advertising noise: Retargeting

(3)

Introduction (2)

• Consumers might not unanimously favor personalization, depending on the timing of its appearance

 When to retarget?

• Personalization is found to influence consumer behavior only for consumers with certain consumer characteristics

(4)

Relevance

• Adds insights to the (small amount of) literature on retargeting

 little is known about moderators that strengthen or weaken the effectiveness of personalization

(5)
(6)

Method

• Scenario-based online experiment

• 4 (high DCP, medium DCP(brand), medium DPC(category), no

DCP banner) x 3 (information, consideration, post-purchase stage) between subjects design

• Questionnaire

• Data of 166 Dutch participants

(7)

Results

• Personalization increases CTI and PI with relatively high personalization having the most impact

• Personalization works best in the beginning and at the end of the purchase decision process

• Privacy concern inhibits the effects of personalization

(8)

Implications

Retailers should use personalization

• When a consumer is in the beginning and at the end of the purchase decision process

• For consumers that are low in privacy concern  reduce privacy concern by increasing a consumer’s trust

• For consumers that are high in need for uniqueness 

(9)

When and whom to retarget?

Referenties

Download het nu ( PDF - 9 pagina - 418.29 KB )

GERELATEERDE DOCUMENTEN

De grensoverschrijdende herinvesteringsreserve in Europees perspectief : Houdbaar of onhoudbaar op basis van EU-jurisprudentie en het Anti Tax Avoidance-richtlijnvoorstel?

Nederland past echter een lagere vrijstelling voor buitenlandse belasting op grond van de objectvrijstelling toe in de situatie dat een activum vanuit een Nederlands hoofdhuis

Technische cognitie - tussen denken en doen

Hiermee kunnen ziekteprocessen in het brein worden bestudeerd maar ook cognitieve processen zoals het waar- nemen van objecten of de betekenis van woorden in een

Advancing current approaches to disease management evaluation: Capitalizing on heterogeneity to understand what works and for whom

Where possible, covariates were analyzed both as continuous and as categorical variables, with categories based on scientific literature (age [31] and disease duration [32]),

Consumer attention to advertising

· Retailers and brand managers can increase sales of their products without additional advertising costs by increasing consumers' attention to their feature

Whether and for whom setting multiple goals motivates to perform better

To determine if the multiple goals setting along with learning goal orientation as moderator and intrinsic motivation as mediator influence job satisfaction, I carried

The influence of digital signage on consumers: how consumer characteristics and emotions evoke the most favourable consumer behavior.

Therefore, we have examined the effect of different types of digital signage content (affective, cognitive or mixed) on consumer behavior (willingness-to-pay and

When and whom to retarget?

Consumer characteristics Banner effectiveness Click-through intention Purchase intention Timing Stage in purchase decision process Degree of Content Personalization High

and Their Influence on Consumer Behavior

H5: Aesthetic liking mediates the effect of a high scale invariant fractal characteristic of an ad on the Net Promoter Score for the advertised product..