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What are you offering me? : Measuring click-through intentions when offering incentives

Donis Arriaza, S.G. (2020) What are you offering me? : Measuring click-through intentions when offering incentives.

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Abstract:Personalized advertisements are everywhere when browsing the internet. Personalization is the most used strategy by marketers, for the reason that they are able to show customers the products or services they may find interesting. However, internet users have become more and more aware of the fact that marketers are using their online footprints to tailor these ads. This leads consumers to develop reactance such as less click-through intentions, unfavorable attitudes towards the advertisement and privacy concerns. Various studies have investigated how levels of personalization have an effect on click-through intentions, and how tailoring advertisement accordingly to the consumer needs is an important trait for engagement. However, little is known about the role of incentives in personalized advertisement and its placement in a website that is considered as trustworthy. Thus, this research examines the effect of lower and higher levels of personalization, rewards, website trust and attitudes on click-through intentions.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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