University of Twente Student Theses
Effects of objective knowledge about synced advertising on purchase intention : on the example of a convenience and a shopping product
Mengelkamp, H. (2022) Effects of objective knowledge about synced advertising on purchase intention : on the example of a convenience and a shopping product.
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| Abstract: | Synced advertising is a data-driven technique that comes with many advantages for marketeers. Compared to online behavioural advertising, consumers have little knowledge of the persuasive techniques used in synced ads. This research studies the relation between objective and subjective knowledge of persuasive attempts used in synced advertising and purchase intention. It compares the effects on purchase intention for a convenience and a shopping product. The research’s aim is to investigate to what extent the positive effects of synced advertising and purchase intention change with knowledge of the persuasive attempts used in synced ads. From an academical standpoint, this research is relevant, because it closes a research gap. While research about the effect of knowledge about online behavioural advertising on purchase intention is extensive, literature about the effect of knowledge about synced advertising on purchase intention is limited. The topic of this research is addressed in a research priority of the Marketing Science Institute, too. From a practical standpoint, this study provides relevant findings to educational institute, especially advertising literacy programs. Furthermore, this research acts as a base for ethical debates. To be an empowered consumer, one needs to understand persuasive attempts in advertising. This research uncovers whether there is a lack in objective or subjective knowledge about synced advertising. Marketeers and businesses working with synced advertising practices need to be aware of influencing factors of their advertisements. With that knowledge, it can be decided whether to go forward with synced ads, to employ a different approach or regain trust by different marketing tools. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/92681 |
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