Personalized ads on Facebook: An effective marketing tool for online marketers

Tran, Trang P.

doi:10.1016/j.jretconser.2017.06.010

Cited by 132 publications

(119 citation statements)

References 56 publications

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“…For example, Lin and Kim found that the attitude towards ads affected brand awareness and purchase intentions [2]. Tran found that purchase intention was positively affected by ad attitude on Facebook [40]. Whether consumers prefer a product or an advertisement depends on the informativeness of the advertisement, i.e., whether the advertisement can provide the opportunity and convenient ways for purchase.…”

Section: Hypothesis 8 (H8)mentioning

confidence: 99%

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Zhao

Wang

2020

IJERPH

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The rapid development of short-video social network platforms provides us with an opportunity to conduct health-related advertising and recommendation. However, so far, there are no empirical evidence on whether users are willing to accept health-related short-video advertisements. Here, acceptance refers to purchase intention, meaning that users will read short-video ads, share ads with others, or even open the product link embedded in ads to purchase the product. In this paper, we make the first attempt to model and quantify user acceptance of health-related short-video advertisements. Particularly, we propose a new research model that enhances the Technology Acceptance Model (TAM) with two new designs. First, we propose four new antecedents including social interaction, intrusiveness, informativeness, and relevance into the original TAM to reflect the features of short-video social networks. Second, we introduce two mediator variables including perceived usefulness and attitude so that we can better study how different factors affect user acceptance of health-related short-video ads. We perform a survey on the Internet and conduct an empirical analysis of the surveyed data. The results show that the four antecedents as well as the perceived ease of use have significant influences on perceived usefulness, attitude, and purchase intention. Further, perceived usefulness plays a valid mediating role in attitude and purchase intention. We also found that users’ perceived ease of use on health-related short-video ads cannot significantly predict users’ attitudes toward ads. This is a new finding in social media-oriented ads. Finally, we integrate the empirical findings and present reasonable suggestions for advertisers and marketers to promote health-related short-video ads.

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Section: Hypothesis 8 (H8)mentioning

confidence: 99%

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Zhao

Wang

2020

IJERPH

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“…Discussion. Personalization discussions are expanding in a number of ways, whether in social networking areas, as Tran (2017) claims, or in the areas of traditional marketing (McDarby et al 2018). In the field of applied research, the expansion of the scientific horizon is important.…”

Section: Figure 5 -Forms Of Tools (Education) -Evaluation (Own Elabormentioning

confidence: 99%

Analytical view of online marketing tools in the dimension of marketing campaigns’ personalization in Slovakia

Gavurová¹,

Bačík²,

Fedorko³

et al. 2018

MMI

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The objective of the article is to enrich knowledge about marketing personalization of the optimization of marketing campaigns. In the article, differences in how customers perceive individual tools of marketing communication in the online environment were evaluated. When creating campaigns, only the customer's view of the product (segmentation) is often taken into account. This article recommends some bases depending on campaign optimization variables. From a methodological point of view, a homogeneity analysis was used to analyse the hypotheses that assessed the impact of instruments, as well as the impact depending on identification variables, such as gender, education and social status. Based on the outputs these facts were analysed. A questionnaire was used. (Data collection took place in early 2017). Our research has an application character and, therefore, one of the most attractive findings is in the area of practice, where focusing marketing campaigns on sales support in visual forms was recommended. In the vast majority of cases, the maker of marketing activities focuses on the construction of segments based on assumptions in strong association with the product. We optimize this approach because different customer groups respond differently to different tools and forms of tools and to their mutual combinations. Limitations of applications can be determined depending on the nature of the base file and therefore for countries with a distinctly different structure, the outputs do not have to be valid. Applying the lessons learned from the field of diversification of the impact of individual instruments in the early stages of campaigns can be recommended or in campaigns where there is an explicit problem with the exact determination of customer segments and the optimal tools

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“…This trend of research is the most dominant. Twenty four articles (24% of the total) investigated the cognitive antecedents of SNSAs as perceived by SNSs' users (see Chi, 2011;Chu, 2011;Taylor, Lewin & Strutton, 2011;Kamal & Chu, 2012;Mir, 2012Beauchamp, 2013Yaakop, Marhana, and Khatijah, 2013;Gaber & Wright, 2014;Sabri & Michel, 2014;Celebi, 2015;Luna-Nevarez & Torres, 2015;Boerman & Kruikemeier, 2016;Can & Kaya, 2016;Jung et al, 2016;Kim, Jeong & Hwang, 2016;Shen et al, 2016;Singh, 2016;Walrave et al, 2016;Cole, DeNardin & Clow, 2017;Dondolo, 2017;Ferreira & Barbosa, 2017;Mukherjee & Banerjee, 2017;Tran, 2017;Wang & Haung, 2017).…”

Section: The Consumers' Attitude Towards Snsasmentioning

confidence: 99%

“…However, since 2016, scholars gave more intention to compare the impact of different ad-types on the consumers' responses to SNSAs (see. Boerman & Krunikemier, 2016;Kim, Jeong & Hwang, 2016;Jung et al, 2016;De Keyzer, Dens & Warlave, 2017;Ferreira & Barbosa, 2017;Tran, 2017;Zraouali et al, 2017;Kim, Seely & Jung;Tinko, 2017).…”

Section: The Effect Of Ad-typesmentioning

confidence: 99%

Consumers' Responses to Ads on Social Networking Sites: A Systematic Literature Review (Slr)

Deraz¹

2019

17th International Conference on E-Society 2019

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A consequence of the growing number of the studies concerning ads on social networking sites, and the failure to provide an in-depth analysis of that stream of research is the need to adopt systematic approaches to assess and aggregate research outcomes. This article presents an up-to-date review of peer-reviewed relevant articles to consumers' responses to advertisements on SNSs. It helps to identify 100 relevant studies published in the period 2009-2017 from different management and social science fields; including marketing, advertising, communication, social science, and relationship management. It reflects six predominate research trends; 1) Antecedents of acceptance or avoidance of ads 2) Consumers' perception and assessment of ads' value 3) consumers' attitude towards ads 4) Consumers' purchase intention 5) Consumers' referral mechanism, and 6) Benefits gained. Also, the topics researched and major results, year of publication, journal, theoretical framework, research method, sampling, and means of analysis were examined for each article. It helps to provide an objective summary of research evidence on the antecedents of consumers' responses to ads on social networking sites. It concludes by offering an agenda for future studies.

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Personalized ads on Facebook: An effective marketing tool for online marketers

Cited by 132 publications

References 56 publications

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Health Advertising on Short-Video Social Media: A Study on User Attitudes Based on the Extended Technology Acceptance Model

Analytical view of online marketing tools in the dimension of marketing campaigns’ personalization in Slovakia

Consumers' Responses to Ads on Social Networking Sites: A Systematic Literature Review (Slr)

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