Impact of Data Trigger Combinations on Effectiveness of Personalized Banner Ads
The level of personalization of online ads is determined by the number and type of data triggers (DTs) used to personalize ads. This study, using a scenario based experiment, analyses customers’ perceptions and responses to six differently personalized travel ads, i.e. a high involvement and low privacy advertised category.
Sandhya Narayanan and Richa Agrawal (2018) ,"Impact of Data Trigger Combinations on Effectiveness of Personalized Banner Ads", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 36-36.
Sandhya Narayanan, Indian Institute of Technology Madras, India
Richa Agrawal, Indian Institute of Technology Madras, India, Sadat Reza, Nanyang Technological University, Singapore
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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Robert Wyer Jr., University of Cincinnati, USA
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Grant E. Donnelly, Harvard Business School, USA
Masha Ksendzova, Boston University, USA
Michael Norton, Harvard Business School, USA
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