東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

An Examination of Personalization in...

Ladig, Emily.

FindBook

Google Book

Amazon

博客來

An Examination of Personalization in Digital Advertising.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	An Examination of Personalization in Digital Advertising./
作者:	Ladig, Emily.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
面頁冊數:	245 p.
附註:	Source: Masters Abstracts International, Volume: 81-08.
Contained By:	Masters Abstracts International81-08.
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13882962
ISBN:	9781392392508

An Examination of Personalization in Digital Advertising.
Ladig, Emily.

An Examination of Personalization in Digital Advertising. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 245 p.

Source: Masters Abstracts International, Volume: 81-08.

Thesis (M.A.)--University of Missouri - Columbia, 2019.

This item must not be sold to any third party vendors.

Paid advertisements on social media have become a powerful way for marketers to reach their target audiences. This study addresses how millennials experience, interact with, and react to personalized advertisements on Facebook, as well as what motivates them to click on them. A hybrid qualitative design, involving data collection through the use of a think-aloud observation method, was paired with semi-structured interviews from 12 study participants. Findings showed that millennials do not seek out personalized advertisements on Facebook intentionally, and only interact with them when it involves a personal benefit. However, in order for this to happen, advertisements must first grab their attention through text and imagery that feature an element of mystery, and other details like pricing. This study is important because findings help fill a gap in the existing literature on the topic of digital advertising, and serve as a set of best practices for advertising professionals.

ISBN: 9781392392508Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Personalized advertisements

An Examination of Personalization in Digital Advertising.
LDR:02140nmm a2200385 4500 001 2267122
005 20200623111703.5
008 220629s2019 ||||||||||||||||| ||eng d
020 $a 9781392392508
035 $a (MiAaPQ)AAI13882962
035 $a AAI13882962
040 $a MiAaPQ $c MiAaPQ
100 1 $a Ladig, Emily. $3 3544363
245 1 3 $a An Examination of Personalization in Digital Advertising.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2019
300 $a 245 p.
500 $a Source: Masters Abstracts International, Volume: 81-08.
500 $a Advisor: Luisi, Monique L. R.
502 $a Thesis (M.A.)--University of Missouri - Columbia, 2019.
506 $a This item must not be sold to any third party vendors.
520 $a Paid advertisements on social media have become a powerful way for marketers to reach their target audiences. This study addresses how millennials experience, interact with, and react to personalized advertisements on Facebook, as well as what motivates them to click on them. A hybrid qualitative design, involving data collection through the use of a think-aloud observation method, was paired with semi-structured interviews from 12 study participants. Findings showed that millennials do not seek out personalized advertisements on Facebook intentionally, and only interact with them when it involves a personal benefit. However, in order for this to happen, advertisements must first grab their attention through text and imagery that feature an element of mystery, and other details like pricing. This study is important because findings help fill a gap in the existing literature on the topic of digital advertising, and serve as a set of best practices for advertising professionals.
590 $a School code: 0133.
650 4 $a Marketing. $3 536353
650 4 $a Web studies. $3 2122754
650 4 $a Social research. $3 2122687
650 4 $a Information science. $3 554358
653 $a Personalized advertisements
653 $a Facebook
653 $a Millennials
653 $a Personalization
653 $a Privacy concern
690 $a 0338
690 $a 0344
690 $a 0723
690 $a 0646
710 2 $a University of Missouri - Columbia. $b Journalism. $3 2092077
773 0 $t Masters Abstracts International $g 81-08.
790 $a 0133
791 $a M.A.
792 $a 2019
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13882962