Impact of Personalized Social Media Advertising on Online Impulse Buying Behavior

Aslam, Huzaifa; Rashid, Muhammad Abo ul Hassan; Chaudhary, Nouman

doi:10.33215/sbr.v1i3.660

Cited by 7 publications

(5 citation statements)

References 52 publications

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“…All manuscripts must be in English, as well as the table and figure texts, otherwise we cannot publish your paper. Please keep a second copy of your manuscript in your office [1].…”

Section: The Power Of Recommendationsmentioning

confidence: 99%

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The Impact of social media On Consumer Behavior

Wang

2023

HBEM

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With the increasing popularity and use of social media, more and more people are shopping online and relying more on online reviews and recommendations. This trend not only changes the consumer behavior pattern, but also has a huge impact on the traditional retail industry. This article delves into the complex relationship between social media and consumer behavior. With the rapid development of digital technology, social media has become an integral part of our daily lives and has a huge impact on the purchasing decisions we make. The report explores this impact in a number of ways, including social impact, personalization, the role of advertising, and the rise of social commerce. To sum up, this paper delves into the complex relationship between social media and consumer behavior. While social media has a positive impact on providing a platform for information and interaction, there are also some negatives that we should be wary of. At the same time, we should recognize that online consumerism is rapidly evolving and adapt to the challenges and opportunities presented by this emerging field

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“…All manuscripts must be in English, as well as the table and figure texts, otherwise we cannot publish your paper. Please keep a second copy of your manuscript in your office [1].…”

Section: The Power Of Recommendationsmentioning

confidence: 99%

“…Individuals use various social media platforms to stay connected with friends, family, and colleagues, sharing snippets of their lives, perspectives, and hobbies. However, the influence of social media extends beyond mere social interactions; it is significantly reshaping our consumer habits and shopping methods [1].…”

Section: Introductionmentioning

confidence: 99%

The Impact of social media On Consumer Behavior

Wang

2023

HBEM

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“…Os fatores que influenciam essa compra por impulso são variados e respondem a estímulos tanto internos (variáveis sociodemográficas, práticas sociais e hábitos online, variáveis psicológicas, influência grupal e valores), quanto externos (relacionados com questões situacionais -loja e produto -e características) e tanto nos canais físicos, quanto nos canais digitais. O crescimento da internet e destes canais digitais veio fomentar mais ainda este comportamento de compra (Aslam, 2021;Wu et al, 2020). Segundo o estudo de Aragoncillo e Orus (2017), praticamente 30% dos consumidores dos canais físicos ou offline, e 25% dos consumidores dos canais online, consideram-se compradores impulsivos.…”

Section: Compra Por Impulsounclassified

A publicidade nas redes sociais como influenciadora da compra por impulso

Teixeira¹,

Lima

Pacheco

2022

CIMNE

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O comportamento do consumidor e a experiência de compra têm sofrido grandes alterações nos últimos anos, resultado do crescimento da internet, do e-commerce e das redes sociais. Este artigo tem como objetivo identificar como a publicidade nas redes sociais influencia o comportamento de compra do consumidor e, consequentemente, incentiva a compra por impulso. Nesse sentido, esta investigação assenta numa revisão sistemática da literatura focada na temática abordada. Os resultados deste estudo confirmam uma correlação entre a publicidade nas redes sociais e a compra por impulso. De acordo com esses mesmos resultados, os jovens portugueses são influenciados, direta e indiretamente, a realizar essa compra impulsiva como consequência de fatores emocionais, entre eles, as emoções positivas e o sentimento de pertença. Ao compreender este comportamento, as marcas poderão ajustar as suas campanhas e potencializar mais ainda o seu negócio.

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“…As a result, consumers exhibit a greater propensity to engage in purchasing behavior in response to personalized or targeted advertisements rather than traditional mass advertising [2]. Specifically, online advertising, which is often more targeted, elicits a more active intent to purchase [3].…”

Section: Introductionmentioning

confidence: 99%

Developing Personalized Marketing Service Using Generative AI

Lee,

Jeong

et al. 2024

IEEE Access

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In today's world, the development of social network services (SNS) like Facebook and Instagram has enabled consumers to acquire information about products through various channels. The acquisition of diverse information has led to a diversification in consumer preferences and requirements. As consumer preferences diversify and online channels expand, there is an increasing need for companies to provide personalized marketing. Among the means of personalized marketing, personalized marketing messages are a key tool that can enhance customer engagement. However, a limitation of personalized marketing message services is the cost issue associated with manually writing individual marketing messages for personalization. To solve this problem, when developing automated technology for personalized marketing messages, there were concerns about the complexity of model development and the quality of messages generated automatically. In this study, we propose the Persuasive Message Intelligence (PMI) service, which utilizes the recently prominent Large Language Model for automated individual personalized marketing messages. PMI generates marketing messages through prompt engineering based on the theory of persuasion in marketing and prior research on AI-generated messages, and validates the elements of prompts through surveys. The trial and error of researchers presented in this study, along with the know-how and rules of prompt engineering, will serve as guidelines for those who wish to develop services through prompts in the future.

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Impact of Personalized Social Media Advertising on Online Impulse Buying Behavior

Cited by 7 publications

References 52 publications

The Impact of social media On Consumer Behavior

The Impact of social media On Consumer Behavior

A publicidade nas redes sociais como influenciadora da compra por impulso

Developing Personalized Marketing Service Using Generative AI

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