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The effect of congruence between content and persona on customer's attitude and behavior in the automotive industry

Jong, M.J. de (2016) The effect of congruence between content and persona on customer's attitude and behavior in the automotive industry.

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Abstract:It is becoming more and more important for companies to offer relevant and valuable content to customers to create a positive customer experience and thereby positively influence customer’s attitude and behavior towards the company and its products. Therefore, the aim of this research was to examine a possible match between personalized content and the buyer persona on which the content was based, to see if this interaction effect had a positive influence on customer’s attitude, customer experience, purchase intentions and appreciation towards the automotive industry at different touchpoints in the customer’s buyer journey. With the results of study 1 four main buyer personas were created. These were implemented in study 2 which had a 2 (content condition: Cindy car vs. Robert car vs. Evelien car vs. Sandra car) x 2 (preferred persona: Cindy vs. Robert vs. Evelien vs. Sandra) experimental design. 780 participants evaluated one of the four content conditions and finally chose the persona they could identify themselves with the most. In contrast to what was expected, no significant interaction effect was found between content condition and preferred persona on the four dependent variables. However, results show that content condition and persona profiles do interact in creating more positive customer behavior and attitudes. Therefore, this study advises the company to elaborate on the current four personas to create more detailed, realistic and representative personas in order to create more relevant and personalized content for customers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/71483
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