Open Access
Subscription Access
Open Access
Subscription Access
Social Media Retargeting:Opinions, Clicks and Conversion
Subscribe/Renew Journal
Social media retargeting is a personalized form of online advertisement done on social media using consumers browsing history. The study aims to explore the opinions of online shoppers regarding social media retargeting along with examining the relationship between the frequency of using social media, clicks, and conversion. Data was collected from 235 respondents and 207 responses were used for the final analysis. The data was analyzed using descriptive analysis, ordinal regression, and chi-square. Results revealed that consumers have a positive attitude toward social media retargeting. But out of six opinions only relevant and motivating were statistically significant for frequency of clicks. Furthermore, the results confirmed a moderate association of a frequency of using social media with clicks and conversion, and a strong association between click and purchase. The findings of the study provide insight into the effectiveness of using social media retargeting.
Keywords
Online Advertisements, Retargeting, Social Media, Click, Conversion.
User
Subscription
Login to verify subscription
Font Size
Information
- Bleier, A., & Eisenbeiss, M. (2015). Personalized online advertising effectiveness: The interplay of what, when, and where. Marketing Science, 34 (5), 669–688.
- ETtech. (2018, August 29). More than 50percent of Indian consumers don’t buy online after browsing: Report. ETtech. Retrieved from https://tech.economictimes.indiatimes.com/news/internet/more-than-50-of-indian-consumers-dont-buy-online-after-browsing-report/65591418.
- Frick, T., & Li, T. (2019). Personalization in social retargeting – A field experiment. Thirty Seventh International Conference on Information Systems, Dublin 2016. Retrieved from http://repub.eru.nl/100005/REPUB_100005.pdf.
- Goldfarb, A., & Tucker, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Science, 30 (3), 389-404. Retrieved from https://dspace.mit.edu/openaccess-disseminate/1721.1/67901.
- Ians. (2018, September 28). Smartphone users spend over 90 mins online daily. The Economic Times. Retrieved from https://economictimes.indiatimes.com/magazines/panache/smartphone-users-spend-over-90-mins-online-daily/articleshow/65990572.cms.
- Kantola, J. (2014). The effectiveness of retargeting in online advertising. (Master Thesis). Retrieved from https://pdfs.semanticscholar.org/12b1/b6d0c0693b7519e2dab48450d478943857c1.pdf.
- Lambrecht, A., & Tucker, C. E. (2013). When does retargeting work? Information specificity in online advertising. SSRN. Retrieved from https://ssrn.com/abstract=1795105 or http://dx.doi.org/10.2139/ssrn.1795105.
- Li, T., Tsekouras, D., & Gong, J. (2017). Onsite retargeting: A randomized field experiment. ICIS 2017 Proceedings-3. Retrieved from https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1377&context=icis2017.
- Online shopping cart abandonment rate in selected industries as of 2nd quarter 2018. (2018, August). Statista. Retrieved from https://www.statista.com/statistics/457078/category-cart-abandonment-rate-worldwide/
- Reston, V. A. (2010, September 22). Comscore study with valueclick media shows ad retargeting generated strongest lift compared to other targeting strategies. Retrieved from https://www.comscore.com/Insights/Press-Releases/2010/9/comScore-Study-with-ValueClick-Media-Shows-Ad-Retargeting-Generates-Strongest-Lift-Compared-to-Other-Targeting-Strategies.
- Sahni, N. S., Narayanana, S., & Kalyanam, K. (2017). An experimental investigation of the effects of retargeted advertising – The role of frequency and timing. Journal of Marketing Research. Retrieved from https://www.haas.berkeley.edu/groups/marketing/sics/pdf_2017/paper_snk.pdf.
Abstract Views: 357
PDF Views: 3