Can data-driven precision marketing promote user ad clicks? Evidence from advertising in WeChat moments

Chuanpeng Yu, Zhengang Zhang, Chunpei Lin, Yenchun Jim Wu

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

Data-driven precision marketing (e.g. personalized online ads based on big data analysis or optimal personalized recommendation algorithms)has been regarded as a crucial way for manufacturers to improve the marketing effect. However, the current studies leave much to be further explored. This study constructed a conceptual model based on cue utilization theory focusing on the effects of consumer perceptions to the personalized online ads on click-through intention. Empirical results based on data from a survey of 446 WeChat moments users in China showed that: (1)consumer's ad click-through intention increased as a result of employing a higher extent of product involvement, brand familiarity, visual attractiveness and information quality to consumer; (2)trust played a role of mediation in the processes of visual attractiveness and information quality affecting click-through intention; (3)the higher product involvement also stimulated the consumer's privacy concerns, which played negative moderating effects on the positive impacts of product involvement, brand familiarity and trust on click-through intention. The findings contributed to the precision marketing literature by enriching an understanding of psychological mechanism underlying consumers' perception and cognitive factors toward the personalized online ads.

Original languageEnglish
JournalIndustrial Marketing Management
DOIs
Publication statusAccepted/In press - 2019 Jan 1

Keywords

  • Click-through intention
  • Consumers' perception to ads
  • Privacy concerns
  • Trust

ASJC Scopus subject areas

  • Marketing

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