When does web-based personalization really work? The distinction between actual personalization and perceived personalization

Li, Cong

doi:10.1016/j.chb.2015.07.049

Cited by 125 publications

(111 citation statements)

References 35 publications

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“…First, although personalization is widely believed to be a premier communication strategy in many areas including advertising and marketing, tests of personalization effects do not always show significant results (Li, ). The reason may be that people's preferences measured in the first phase of personalization are unreliable, thus they do not always match messages created in the second phase.…”

Section: Discussionmentioning

confidence: 99%

Message‐to‐person versus person‐to‐message: An alternative way to conceptualize personalized advertising

Liu

2019

Psychology and Marketing

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This study provides an alternative way to conceptualize personalized advertising and discusses when and why nonpersonalized information can be more effective than personalized information in changing people's attitudes and behavioral intentions. Different from the traditional personalization approach in the literature that personalizes a message for an individual, this alternative way of thinking is to personalize an individual for a message. It is argued that an individual can be personalized for a message via priming tactics and it leads to reverse personalization effects where a nonpersonalized message generates stronger persuasion effects than a personalized message. The effects of priming on personalization are moderated by perceived prime credibility and mediated by perceived message relevance.

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Section: Discussionmentioning

confidence: 99%

Message‐to‐person versus person‐to‐message: An alternative way to conceptualize personalized advertising

Liu

2019

Psychology and Marketing

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Section: Theoretical Model Of Persuasion and Personalizationmentioning

confidence: 99%

“…Empirical studies have shown that the match can link to almost any characteristics, including self-monitoring, group membership, or self-schema (Li, 2016). Studies have shown that the recipient and context variables affect the processing of a communication, and that it is the perception of personalization by the recipient that is important, not whether the message is actually personalised (Li, 2016).…”

Section: Theoretical Model Of Persuasion and Personalizationmentioning

confidence: 99%

“…A message matched to the recipient is expected to be more persuasive either because recipients process the message more carefully and use it for decision-making (via the central route), or because the matching acts as a peripheral cue (via the peripheral route) (Li, 2016). Empirical studies have shown that the match can link to almost any characteristics, including self-monitoring, group membership, or self-schema (Li, 2016). Studies have shown that the recipient and context variables affect the processing of a communication, and that it is the perception of personalization by the recipient that is important, not whether the message is actually personalised (Li, 2016).…”

Section: Theoretical Model Of Persuasion and Personalizationmentioning

confidence: 99%

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Creating a value proposition with a social media strategy for talent acquisition

Phillips‐Wren

Doran

Merrill³

2016

Journal of Decision Systems

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The talent acquisition process involves complex interactions between potential job seekers and the enterprises that seek to ultimately employ them. Although both parties are aligned to produce an optimal outcome, the emergence of social media technologies and a workforce adept at using them offers new challenges for companies. At the same time, studies of millennials (i.e. people born from the early 1980s to 2000) reveal that they are a large demographic currently seeking employment and that one of their characteristics is a valuesorientation (i.e. wanting their jobs and companies to make a difference in the world). Just as talent managers are recognising the changing attitudes of their potential workforce, companies are becoming aware that they need to seek talent proactively rather than relying on traditional job postings. Social media strategies provide opportunities for companies to reach out to today's job seekers by using new types of engagement through direct contact and personalization. This paper investigates opportunities and challenges in utilising social media during the recruitment process based on the Elaboration Likelihood Model and the understand-deliver-measure cycle. We present two case studies with a large and mid-sized firm to illustrate how companies can utilise social media to create a value proposition for job seekers and personalise content to enhance talent acquisition.

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“…We are interested on providing browsing suggestions considering similar navigation paths (given the overall website traffic data) and not based or requiring to identify the (returning) user; neither classify her regarding subjects, contents of interest or market segment. So we are not addressing any form of personalization, which its value to recommendations generation in some scenarios is still debatable [14]. Our assumption is that on a given context, given momentarily needs, a user may benefit from being scoped into a behavioral cluster regarding a navigation flow already defined by a set of past users that shared and fulfilled the same needs satisfactorily meeting website designated goals.…”

Section: Recommendation Modelmentioning

confidence: 99%

Leverage Web Analytics for Real Time Website Browsing Recommendations

Sapateiro

Gomes

2017

Advances in Intelligent Systems and Computing

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Abstract. As a websites' structure grow it is paramount to accommodate the alignment of user needs and experience with the overall websites' purposes. Toward this requirement, the proposed website navigation recommendation system suggests to users, pages that might be of her interest based on past successful navigation patterns of overall site's usage. Most of existing recommendation systems adopts traditionally one of the web mining branches. We take a different stance, on web mining usage, and alternatively considered the real time enactment of web analytic tools supported analysis given their current maturity and affordances. On this basis we provide a model, its implementation and evaluation for navigation based recommendations generation and delivery. The developed prototype adopted a SaaS orientation to promote the underlying functionalities integration within any website. Preliminary evaluation's results seem to favor the validation of the present contribution rational.

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When does web-based personalization really work? The distinction between actual personalization and perceived personalization

Cited by 125 publications

References 35 publications

Message‐to‐person versus person‐to‐message: An alternative way to conceptualize personalized advertising

Message‐to‐person versus person‐to‐message: An alternative way to conceptualize personalized advertising

Creating a value proposition with a social media strategy for talent acquisition

Leverage Web Analytics for Real Time Website Browsing Recommendations

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