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



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