Výsledky vyhledávání - "Freya De Keyzer"

Autor: Freya De Keyzer, Nathalie Dens, Patrick De Pelsmacker

Publikováno v: Electronic commerce research and applications
Electronic Commerce Research and Applications, 55:101183, 1-18. Elsevier

On social networking sites, consumers disclose information about themselves that advertisers use to personalize advertisements. The underlying assumption is that personalized advertisements are more persuasive. However, it is not clear to what extent

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::3c7465c066a94c357db6bf1b5dbc96a6
https://doi.org/10.1016/j.elerap.2022.101183

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Branded content and motivations for social media use as drivers of brand outcomes on social media: a cross-cultural study

Autor: Cristian Buzeta, Freya De Keyzer, Nathalie Dens, Patrick De Pelsmacker

Publikováno v: International Journal of Advertising. Taylor & Francis Ltd
International journal of advertising

Social media are increasingly popular for delivering branded content to consumers worldwide. A central task for researchers is to understand what consumer brand-related motivations and brand appeals drive consumer engagement and benefitbrand outcomes

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::6addfb74828816704f4ebe45a6d178eb
http://www.scopus.com/inward/record.url?scp=85160944597&partnerID=8YFLogxK

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GOING TOO FAR? HOW CONSUMERS RESPOND TO PERSONALIZED ADVERTISING FROM DIFFERENT SOURCES

Autor: Freya De Keyzer, Guda van Noort, Sanne Kruikemeier

Publikováno v: Journal of Electronic Commerce Research, 23(3), 138-159. California State University Press
Journal of Electronic Commerce Research 23 (2022) 3
University of Antwerp
Journal of electronic commerce research
Journal of Electronic Commerce Research, 23(3), 138-159

This paper examines the extent to which the level of personalization in advertisements on social networking sites from four online sources affects source attitudes. Based on the privacy-calculus theory, the trade-off between perceived personal releva

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::0739a2faede35299249432b75b2fed03
https://pure.eur.nl/en/publications/66217861-797a-46d5-9206-874fa5728534

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Which cues influence the perceived usefulness and credibility of an online review? A conjoint analysis

Autor: Freya De Keyzer, Nathalie Dens, Patrick De Pelsmacker, Ana Lopes

Publikováno v: Online information review : the international journal of digital information research and use

PurposeThis study aims to assess the relative importance of the argument strength, argument sidedness, writing quality, number of arguments, rated review usefulness, summary review rating and number of reviews in determining the perceived usefulness

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::6a918f7e5fa6b1eacf5155210dfaa932
https://doi.org/10.1108/oir-09-2019-0287

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How and when personalized advertising leads to brand attitude, click, and WOM intention

Autor: Patrick De Pelsmacker, Nathalie Dens, Freya De Keyzer

Publikováno v: The journal of advertising

We study the effect of perceived personalization in advertising on social networking sites (SNSs) on consumer brand responses. In study 1 (N = 202), we test a parallel mediation via perceived personal relevance and intrusiveness on brand attitude (Ab

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::2ee63a20e549da1eadb3fc87ab7b2ec3
https://repository.uantwerpen.be/docstore/d:irua:5329

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The processing of native advertising compared to banner advertising: an eye-tracking experiment

Autor: Freya De Keyzer, Patrick De Pelsmacker, Nathalie Dens

Publikováno v: Electronic commerce research
Electronic Commerce Research

This paper aims to better understand the effect of visual attention on the processing of banner and native advertisements on Facebook and consequently on brand recognition and brand attitude. Using an eye-tracking experiment (N = 90), we show that a

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::c73c6f8d72d2be470b43bbb913fcc119

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The Impact of Relational Characteristics on Consumer Responses to Word of Mouth on Social Networking Sites

Autor: Freya De Keyzer, Patrick De Pelsmacker, Nathalie Dens

Publikováno v: International journal of electronic commerce

Previous research has consistently found an effect of the valence (positive vs. negative) of electronic word of mouth in general and of word of mouth on a social networking site (sWOM) specifically on consumer responses. The current study investigate

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::54236937f7a4f80841db2f72c84a65f8
https://doi.org/10.1080/10864415.2018.1564551

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Personalized and cued advertising aimed at children

Autor: Ingrid Moons, Freya De Keyzer, Kristien Daems, Patrick De Pelsmacker

Publikováno v: Young Consumers, 20(2), 138-151. Emerald Group Publishing
Young consumers

Purpose The purpose of this study is to explore the effect of personalization of advertising and adding an advertising cue to advertisements on Facebook, on 9-to-13-year-old children’s awareness of selling intent, attitude towards the advertisement

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::9a2d3d2828cab6acc68f718b1915f35e
https://zenodo.org/record/7003819

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Brand communication on social networking sites

Autor: Freya De Keyzer

Publikováno v: University of Antwerp

Globally people have embraced social media as important communication channels. These platforms have also caught advertisers’ attention who try to engage with (potential) customers through brand communication on these platforms. Brand communication

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::2b2ddf8f08beb70b664eda42f5df65e8
https://hdl.handle.net/10067/1620980151162165141

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