...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>International journal of e-services and mobile applications >Perceived Personalization, Privacy Concern, e-WOM and Consumers' Click Through Intention in Social Advertising
【24h】

Perceived Personalization, Privacy Concern, e-WOM and Consumers' Click Through Intention in Social Advertising

机译：感知个性化，隐私问题，电子商用心和消费者在社会广告中的意图点击

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Social advertising, ads in social media platforms, have become popular in recent years because of the evolution of internet technologies such as web analytics and big data mining. The content of the social advertisement is tailored in order to personalize the message to the target consumer groups. In an effort to reach the prospects, marketers should focus on the social leads on social networking sites (SNS) to promote and to sell their brands/products. Drawing on, online personalized advertising literature, e-WOM recommendations and increasing privacy concerns and perceived ad personalization (conceptualized as functions of psychological reactance) on SNS leads to avoid such advertisements. The goal of the study is to investigate the impact of perceived personalization, privacy concern, and e-WOM to consumers' behavioral click through intentions towards social ads. This study contributed to the theory of psychological reactance by indicating that the individuals with less privacy concern and personalized recommendations from their contacts on SNS have a smaller amount of reactance towards social advertisements than commercial advertisements by marketers. Suggestions for advertisers, social media marketing practitioners conclude the paper.
机译：社交广告，社交媒体平台上的广告，近年来由于网络分析和大数据挖掘等互联网技术的演变而变得流行。社交广告的内容是量身定制的，以便为目标消费群体个性化消息。为了达到前景，营销人员应专注于社会网络上的社交领域（SNS），以促进和销售其品牌/产品。绘制在线个性化广告文学，E-WOM建议和越来越多的隐私问题和感知到SNS上的广告个性化（概念化为心理反应函数），以避免此类广告。该研究的目标是调查感知个性化，隐私问题和E-WOM对消费者行为点击的影响，通过向社会广告的意图点击。这项研究有助于通过表明具有较少隐私关注和SNS联系人的个性化建议的个人对社会广告的抵达量而不是营销人员的巨额抵达。广告商的建议，社交媒体营销从业者得出纸张。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号