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The effects of brand-consumer fit and advertising approach on consumers’ clickthrough intentions of behaviourally targeted advertisements

Klaus, Carolina-marjolijn Lotte (2019) The effects of brand-consumer fit and advertising approach on consumers’ clickthrough intentions of behaviourally targeted advertisements.

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Abstract:Online behavioural advertising (OBA) has been named as the future of marketing. However, there is an abundance of negative consumer sentiment surrounding OBA that can result in psychological reactance. This in turn triggers the personalisation paradox, when the effects of behavioural targeting backfire and lower consumers’ responses to the brands’ call to action. Despite earlier research into the implications and positive- and negative effects of OBA, little is known about what influences consumers to find personalisation acceptable and when they stop wanting to click (and e.g. buy). this study therefore makes a start in filling the gap of knowledge surrounding consumers’ clickthrough intention in the setting of OBA by looking into the effects of brand-consumer fit and advertising approach on consumers’ clickthrough intentions of two different types of OBA: display- and e-mail advertising. To achieve this and determine the impact of these independent variables upon consumers’ clickthrough intention, an empirical study in the form of an online survey was conducted. 440 valid responses were gathered (61.8% female, 72.5% Dutch and 60.5% students) and randomly assigned to a display- or an e-mail advertisement. The survey uses existing scales to measure independent- and control variables. The study found a curvilinear, inverted U-shaped relationship between brand-consumer fit and clickthrough intention. Yet, only for e-mail advertisements this effect was significant. Advertising approach was found to have a non-significant effect upon clickthrough intention. Results suggest the possibility of an indirect mediating effect of advertising approach between brand-consumer fit and clickthrough intention. This research has four main contributions to theory by: (1) deepening the understanding of the factors that trigger reactance effects and influence the extent to which companies’ OBA efforts have the desired positive effect, (2) exploring the concept of OBA itself through looking at both display- and e-mail marketing and comparing the two, as well as (3) studying the concepts of ‘creepy-‘ and ‘annoying marketing’ and (4) by introducing a novel measure of brand-consumer fit. The study additionally underlines the importance for practitioners of employing the right marketing messages to the right people, in order to not trigger reactance effects. Furthermore, the study helps marketing practice finetune their marketing efforts aiding the efforts of reaching the right consumer with the right message at the right time.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/78002
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