Repository logo
 
Publication

The impact of retargeting on consumer well-being and purchase intention

2024Book part Restricted access
Simple item page
datacite.subject.fosCiências Sociais
dc.contributor.authorDavidova, Evelina
dc.contributor.authorCoelho Antunes, Ana Cristina
dc.date.accessioned2025-04-07T10:33:58Z
dc.date.available2025-04-07T10:33:58Z
dc.date.issued2024
dc.description.abstractIn this study, the authors approached retargeting. It consists of an analysis of products seen by the user, but not purchased, and with a mathematical algorithm, present advertising in real-time, based on their behavior on different online platforms, as well as measuring the impact produced by this advertising technique on consumers' well-being. They also tried to assess its influence on consumers' purchase intentions. Data were obtained from 427 individuals who participated voluntarily in an online questionnaire. The hypotheses were tested using a series of hierarchical regressions, Pearson's correlation test, T-test, ANOVA, and Chi-square. The outcome suggests that the consumer's awareness frequency, regarding the retargeting campaigns, does not have any influence – positive or negative – on the consumer's well-being. In the same line, the authors did not find any direct connection between the exposure frequency to retargeting campaigns and the consumers' purchase intentions. However, this investigation suggests that specific messages can influence, positively, the consumer's well-being.eng
dc.identifier.citationDavidova, E. & Antunes, A.C. (2024). The impact of retargeting on consumer well-being and purchase intention. In J.Remondes (ed.), Connecting with consumers through effective personalization and programmatic advertising (pp. 203-2020). IGI Global Scientific Publishing.
dc.identifier.doi10.4018/978-1-6684-9146-1.ch011
dc.identifier.isbn9781668491461
dc.identifier.urihttp://hdl.handle.net/10400.21/21770
dc.language.isoeng
dc.peerreviewedyes
dc.publisherIGI Global Scientific Publishing
dc.relation.hasversionhttps://www.igi-global.com/chapter/the-impact-of-retargeting-on-consumer-well-being-and-purchase-intention/336651
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/
dc.subjectConsumer well-beingeng
dc.subjectPurchase intentioneng
dc.titleThe impact of retargeting on consumer well-being and purchase intentioneng
dc.typebook part
dspace.entity.typePublication
oaire.citation.endPage220
oaire.citation.startPage203
oaire.citation.titleConnecting with consumers through effective personalization and programmatic advertisingeng
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameCoelho Antunes
person.givenNameAna Cristina
person.identifier.ciencia-id2D13-2F76-689F
person.identifier.orcid0000-0001-8983-2062
relation.isAuthorOfPublicationeb47adf1-2379-4d68-9a38-d2d9a19059b9
relation.isAuthorOfPublication.latestForDiscoveryeb47adf1-2379-4d68-9a38-d2d9a19059b9

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
Abstract capítulo The impact of retargeting on consumer well-being and purchase intention.pdf
Size:
137 KB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
4.03 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

ESCS - Capítulos ou partes de livros