University of Twente Student Theses

Login

To click or not to click? : An experimental study into the effects of personalization, marketing channel, and product type on consumers’ attitudes, perceived relevance, and click through intentions towards online advertisements.

Fulton, M.A. (2021) To click or not to click? : An experimental study into the effects of personalization, marketing channel, and product type on consumers’ attitudes, perceived relevance, and click through intentions towards online advertisements.

[img] PDF
3MB
Abstract:The use of personalization strategies within the field of marketing are considered to be the main driver of marketing success now and in the future as a main benefit of this personalization is a customer-focused approach. The rise of personalization and related concerns have stimulated the current research interest. Thus far, much of recent research has focused on the effects of personalized advertisements on consumer behavior and attitudes along with privacy concerns related to personalization. However, building on the current knowledge of personalization, more research is needed to identify how personalization, differences in marketing channel, and product types influence this phenomenon and how these may interact. Literature is exceptionally limited and dated in regards to distinguishing differences between product types, principally within the field of marketing. Therefore, the objective of this study is to investigate the extent to which marketing channel, personalization, and product type influence consumer attitudes, perceived relevance, and intention to engage with the advertisement while accounting for privacy concerns. To study the research hypotheses a 2 (good / service) x 2 (email / social media ) x 2 (personalized / non-personalized) in between-subjects experimental design was implemented, resulting in eight conditions. An online questionnaire was created and distributed through means of snowball sampling in which a total of 185 valid responses were gathered. The research hypotheses were tested by conducting a two-way MANOVA analysis and mediation analysis using PROCESS MACRO whereby results of the statistical analyses indicated that personalized advertisements influenced attitudes and perceived relevance towards the advertisement, along with intention to engage with the advertisement. In addition, results demonstrated that email marketing is an important channel by which personalized advertisements can be sent to increase engagement intention with consumers. Moreover, the high privacy concerns demonstrated by respondents, but the willingness to engage with personalized advertisements indicate key findings and support for the phenomenon of privacy paradox. This study contributes to literature in the field of marketing and communication by capturing the current state of personalization, marketing channels, and product types, within marketing and communication disciplines.
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/85998
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page