Social Influence and Personalization in Behavioral Retargeting Advertising

Through a serial of field experiments on Facebook, this research examined the impacts of social and personalized messages in retargeting advertising on customer responses. Results indicate geographic proximity is more effective than number of likers on social media. Personalized message works negatively. Product knowledge works as a moderates.



Citation:

Yaping Chang, Shaowei Chai, and JUN YAN (2020) ,"Social Influence and Personalization in Behavioral Retargeting Advertising", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1197-1197.

Authors

Yaping Chang, Huazhong University of Science and Technology, China
Shaowei Chai, Huazhong University of Science and Technology
JUN YAN, Huazhong University of Science and Technology



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Trust in Doubt: Co-Chair's Invited Panel

Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray, MentionMapp.com
Andre Spicer, City University of London, UK

Read More

Featured

How the Past Shapes the Present: The Assimilation of Enjoyment to Similar Past Experiences

Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands

Read More

Featured

More Than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption

Chi Pham, UNSW Sydney
Nitika Garg, University of New South Wales

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.