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Tailored vs. invasive advertising: A...

Gironda, John.

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Tailored vs. invasive advertising: An empirical examination of antecedents and outcomes of consumers' attitudes toward personalized advertising.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Tailored vs. invasive advertising: An empirical examination of antecedents and outcomes of consumers' attitudes toward personalized advertising./
作者:	Gironda, John.
面頁冊數:	146 p.
附註:	Source: Dissertation Abstracts International, Volume: 75-09(E), Section: A.
Contained By:	Dissertation Abstracts International75-09A(E).
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3584915
ISBN:	9781303978906

Tailored vs. invasive advertising: An empirical examination of antecedents and outcomes of consumers' attitudes toward personalized advertising.
Gironda, John.

Tailored vs. invasive advertising: An empirical examination of antecedents and outcomes of consumers' attitudes toward personalized advertising. - 146 p.

Source: Dissertation Abstracts International, Volume: 75-09(E), Section: A.

Thesis (Ph.D.)--Florida Atlantic University, 2014.

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

Personalized advertising represents an emerging trend in online advertising. Using enhanced data collection techniques, marketers can craft seemingly made to order advertisements tailored to specific individuals. In turn, this should lead to advertisements that are more relevant for consumers and more effective for marketers. Therefore, personalized advertising has the potential to benefit both consumers and firms alike. However, consumer acceptance of the technique remains a huge hurdle, as many consumers seem uncomfortable with the practice due in part to privacy concerns over the vast amounts of data collected and analyzed when generating personalized advertisements. Therefore, it is critical to garner a better understanding of consumers' attitudes towards personalized advertising in order to be able to use those insights to alleviate consumer privacy concerns.

ISBN: 9781303978906Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Tailored vs. invasive advertising: An empirical examination of antecedents and outcomes of consumers' attitudes toward personalized advertising.
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245 1 0 $a Tailored vs. invasive advertising: An empirical examination of antecedents and outcomes of consumers' attitudes toward personalized advertising.
300 $a 146 p.
500 $a Source: Dissertation Abstracts International, Volume: 75-09(E), Section: A.
500 $a Adviser: Pradeep K. Korgaonkar.
502 $a Thesis (Ph.D.)--Florida Atlantic University, 2014.
506 $a This item must not be sold to any third party vendors.
506 $a This item must not be added to any third party search indexes.
520 $a Personalized advertising represents an emerging trend in online advertising. Using enhanced data collection techniques, marketers can craft seemingly made to order advertisements tailored to specific individuals. In turn, this should lead to advertisements that are more relevant for consumers and more effective for marketers. Therefore, personalized advertising has the potential to benefit both consumers and firms alike. However, consumer acceptance of the technique remains a huge hurdle, as many consumers seem uncomfortable with the practice due in part to privacy concerns over the vast amounts of data collected and analyzed when generating personalized advertisements. Therefore, it is critical to garner a better understanding of consumers' attitudes towards personalized advertising in order to be able to use those insights to alleviate consumer privacy concerns.
520 $a The purpose of this research is to work towards developing a more thorough understanding of consumers' attitudes towards personalized advertising by exploring the antecedents and outcomes of those attitudes. In particular, we examine what factors determine whether personalized advertising is perceived favorably vs. invasively by consumers and what effects those perceptions have on consumers' attitudes and intentions.
520 $a The research lends contributions to academicians, marketing practitioners, and consumers by helping to achieve an increased understanding of personalized advertising's impact on consumers' perceptions.
520 $a The empirical study employed in this research utilizes a conceptual framework that integrates privacy calculus theory with previous research on invasiveness, advertising acceptance, and innovation adoption. In addition, this research contributes to the marketing and information privacy literatures by making a theoretical connection between perceived invasiveness and its relationship with privacy concerns, as well as its impact on consumers' attitudes and behavioral intentions. The results from the empirical research reveal that a number of constructs, such as perceived invasiveness, privacy concerns, perceived usefulness, and consumer innovativeness demonstrate significant relationships with consumers attitudes and behavioral intentions in the context of personalized advertising. Implications for managers, researchers, and consumers are discussed.
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