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

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

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

65 引文 斯高帕斯(Scopus)

摘要

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.

原文英語
頁(從 - 到)481-492
頁數12
期刊Industrial Marketing Management
90
DOIs
出版狀態已發佈 - 2020 10月

ASJC Scopus subject areas

  • 行銷

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