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.



Citation:

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.

Authors

Sandhya Narayanan, Indian Institute of Technology Madras, India
Richa Agrawal, Indian Institute of Technology Madras, India, Sadat Reza, Nanyang Technological University, Singapore



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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