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Home > Archives > Volume 20, No 5 (2022) > Article

DOI: 10.14704/nq.2022.20.5.NQ22666

ANALYSIS OF CONSUMER PURCHASE INTENTION TOWARDS PERSONALIZED RETARGETED ADVERTISEMENTS

Vaidhyanathan S , Rajeswari P S

Abstract

Advertising industry has experienced drastic changes over the past few decades. Advertising online can track consumer behavior in order to make ads much more relevant to customer by personalizing their advertisements. The purpose of our study is to identify the how effective personalized advertisements are, and how they influence customer purchase intention. The study is based on data collected from 100 online users as respondents. Findings of this research would enlighten us to understand how personalization, discount, reference to previous visits and advertisement frequency would impact the customer purchase intention. Recommendations of this study would be relevant, minimal, short and clear for the advertisement companies to understand the precautions to be taken, in order to avoid consumer suspicions for their data and thus lead to better consumer purchase decision.

Keywords

Personalized retargeting, Discounts, Reference to previous visits, Advertisement frequency and E-Commerce

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