A name alone is not enough: A reexamination of web-based personalization effect

Liu, Cong; Liu, Jiangmeng

doi:10.1016/j.chb.2017.02.039

Cited by 39 publications

(35 citation statements)

References 37 publications

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“…Though many prior studies have explored personalisation in advertisement across different domains, but there have been different conclusions (Li & Liu, 2017), this study makes contribution towards a better understanding of personalisation and moving beyond the fundamental idea of just treating each message recipient as a unique entity (Kalyanaraman & Sundar, 2006) but customising an advertisement with different creative elements that is based on their characteristics and preferences.…”

Section: Key Theoretical Contributionsmentioning

confidence: 99%

“…These dynamics includes personalisation -creating advertisements that match with customers characters and interest (Tran, 2017), however, there has been previous studies that uncovered a number of favourable and unfavourable consumer responses to ad personalization. The moderating factors that strengthen or weaken these effects are still mostly missing (Bleier & Eisenbeiss, 2015), as just putting a name on an advertisement is not enough to guarantee a positive response (Li & Liu, 2017).…”

Section: Introductionmentioning

confidence: 99%

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Using AI to Personalise Emotionally Appealing Advertisement

Mogaji

Olaleye

Ukpabi

2019

Advances in Theory and Practice of Emerging Markets

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Personal data and information collected online by companies can be used to design and personalise advisements. This chapter extends existing research into the online behavioural advertising by proposing a model that incorporates artificial intelligence and machine learning into developing emotionally appealing advertisements. It is proposed that big data and consumer analytics collected through AI from different sources, will be aggregated to have a better understanding of consumers as individuals. Personalised emotionally appealing advertisements will be created with this information and shared digitally using pragmatic advertising strategies. Theoretically, this chapter contributes towards the use of emerging technologies such as AI and Machine Learning for Digital Marketing, big data acquisition, management and analytics and its impact on advertising effectiveness. With customer analytics making up a more significant part of big data use in sales and marketing and GDPR ensures data are legitimately collected and processed, there are practical implications for Managers as well. Acknowledging that this is a conceptual model, the critical challenges are presented. This is open for future research and development both from academic, digital marketing practitioners and computer scientist.

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Section: Key Theoretical Contributionsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Using AI to Personalise Emotionally Appealing Advertisement

Mogaji

Olaleye

Ukpabi

2019

Advances in Theory and Practice of Emerging Markets

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“…Son zamanda yapılan çalışmalar, tüketiciler verilen mesajın odağındaki ürünle doğrudan ilgilendiklerinde kişiselleştirilmiş reklamların diğer reklam türlerinden daha etkili olduğunu göstermiştir (Li ve Liu, 2017). Firmalar kişiselleştirilmiş reklamları verirken tüketici ilgilerini ve beğenilerini dikkate almak zorundadırlar.…”

Section: Sonuç Ve öNerilerunclassified

Kişiselleştirilmiş Reklamlara Yönelik Tutumları Etkileyen Faktörlerle Satın Alma Davranışı Arasındaki İlişkinin İncelenmesi

Koçer¹,

Özmerdivanli²

2019

Akdeniz Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi

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Bu çalışma, internette ve sosyal medyada tüketicilerin karşılaştığı kişiselleştirilmiş reklamlara yönelik tüketicilerin tutumlarını etkileyen faktörlerin (reklam şüpheciliği, reklamdan kaçınma, algılanan kişiselleştirme, reklam güvenilirliği) satın alma niyeti üzerindeki etkilerini belirlemek için yapılmıştır. Araştırmaya Karaman'da yaşayan ve sosyal medya kullanan 451 tüketici katılmıştır. Araştırma hipotezlerini test etmek amacıyla yapısal eşitlik modellemesi kullanılmıştır. Araştırmada geliştirilen hipotezlerden 7'si kabul edilirken 4'ü reddedilmiştir. Araştırmanın dikkat çeken sonuçlarından biri, algılanan kişiselleştirme ile reklam şüpheciliği arasında negatif değil pozitif bir ilişki olduğudur. Bu durum, kişiselleştirilmiş reklamların kişilerin özel verilerinin kullanılacağı endişesi oluşturmasıyla ilgili olduğu düşünülmektedir. Ayrıca, araştırma sonucuna göre, kişiselleştirilmiş reklamlara yönelik tutumlar satın alma davranışını doğrudan etkilemektedir. Geleneksel medyada olduğu gibi, sosyal medyada veya genel olarak internette bir reklamın güvenilirliği ve inanılırlığı tüketicilerin reklam hakkında şüphelerinin ortadan kaldırılmasına yardımcı olarak, gerektiğinde reklamı azaltarak ve tüketicinin reklamdan kaçınmasını engelleyerek ve reklam için olumlu tutum geliştirerek sağlanabilecektir.

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“…In addition to the complexity produced by ambivalent consumer attitudes and possible media-specific effects, the exploration of responses to advertising is further complicated by individual differences. In the case of personalized advertising, consumer characteristics like gender (Yu & Cude, 2009) or product involvement (Li & Liu, 2017) have been shown to moderate evaluative responses to advertising. The same is true for consumers' personal need for uniqueness (Ho, Davern, & Tam, 2008;Maslowska, van den Putt, & Smit, 2011).…”

Section: Advertisement Personalization and The Webmentioning

confidence: 99%

Need for Uniqueness Determines Reactions to Web-Based Personalized Advertising

Stiglbauer

Kovacs

2018

Psychol Rep

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The presented empirical study among a sample of n = 256 participants addressed the relationship between consumers' need for uniqueness and their reactions to web-based personalized advertising. Drawing on regulatory focus theory, we argue that the consumers' need for uniqueness dimensions creative choice and similarity avoidance may relate to promotion and prevention regulatory orientations, respectively. Accordingly, we hypothesized that creative choice and similarity avoidance would differentially predict self-reported approach and avoidance behavior toward personalized advertising. These direct relationships were further expected to be mediated by subjective evaluations of personalized advertising (i.e., perceived value and irritation). In line with these hypotheses, we found that creative choice predicted approach behavior through increased web-based personalized advertising value, whereas similarity avoidance predicted avoidance behavior through increased irritation. Creative choice also predicted decreased irritation, which in turn was related to decreased approach behavior. In sum, the results suggest that the consumers' need for uniqueness dimensions should not be investigated as a composite, as they seem to reflect different regulatory orientations and are therefore likely to evoke different affective, cognitive, and behavioral responses.

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A name alone is not enough: A reexamination of web-based personalization effect

Cited by 39 publications

References 37 publications

Using AI to Personalise Emotionally Appealing Advertisement

Using AI to Personalise Emotionally Appealing Advertisement

Kişiselleştirilmiş Reklamlara Yönelik Tutumları Etkileyen Faktörlerle Satın Alma Davranışı Arasındaki İlişkinin İncelenmesi

Need for Uniqueness Determines Reactions to Web-Based Personalized Advertising

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